A Study of Experiential Marketing of A Construction Corporation in Taichung - An Example of Architectural Art

根據三項研究目的：探討個案建設公司「建築藝術」個案的體驗行銷之關鍵特性，體驗媒介、策略體驗模組及體驗矩陣，體驗價值之前因因子並歸納出體驗價值。研究架構，說明體驗行銷四個關鍵特性(客戶體驗感受、購買是整體的體驗、客戶是兼具理性與感性、方法及工具是多種來源的)，接著將體驗行銷落實到個案公司某一建案之行銷模式的操作與實踐，分別從概念與執行的層面將「體驗媒介」及「策略體驗模組」二者結合，以組成「體驗矩陣」，並探討「體驗矩陣」之體驗價值前因因子及其與體驗價值間的因果關係。重要結論如下：個案建設公司之「建築藝術」個案的體驗行銷之四個關鍵特性為客戶的體驗值、全面性的體驗、理性與感性並存、方法與工具有多種來源；體驗媒介、策略體驗模組與體驗矩陣為溝通、識別、建案、建立品牌、空間展示、電子媒介與人；策略體驗模組為感官、情感、思考、行動與關聯；體驗矩陣為媒體與建案說明會；「識別」體驗媒介與其對應的策略體驗模組為建案名稱、商標圖案、廣告標語與企業識別與標誌系統；「建案」體驗媒介與其對應的策略體驗模組為外觀設計、室內格局規劃與裝潢、庭院造景設計、施工品質與銷售服務；「建立品牌」體驗媒介與其對應的策略體驗模組為同業合作、異業合作、品牌價值、故事行銷與品牌化的公共關係活動；「空間展示」體驗媒介與其對應的策略體驗模組為樣品屋展示、虛擬實境展示與實品屋展示；「電子媒介」體驗媒介與其對應的策略體驗模組為官方網站、電視與電台；「人」體驗媒介與其對應的策略體驗模組為員工、仲介、專業代銷與忠誠客戶；個案體驗價值的前因因子為產品包裝、參考群體、實體環境、服務接觸與嘗新性；體驗價值為功能性價值、社會性價值、情感性價值與嘗鮮性價值。According to three purposes of this study, it investigates the case of architectural art for a building corporation in Taichung, and discuss the key features of experiential marketing, experiential providers, strategic experiential modules and experience grid, experiential value antecedent, then sum up experiential value. The research framework explains four key features of experiential marketing: customer experience, to buy is an overall experience, the customer is both rational and emotional, methods and tools from multiple sources, and applies experiential marketing to a built case to operate and perform. We combine experiential providers and strategic experiential modules from the concept and execution level to form experiential grid, and discusses the causal relationship between experiential value antecedents of experiential grid and experiential value. The results show: (1) the four key features of experiential marketing for the architectural art case of the building company are the value of the customer experience, overall experience, sense and sensibility co-exist, methods and tools from multiple sources; (2) experiential providers, strategic experiential modules and experience grid include communication, identification, building cases, brand building, display space, electronic media and people; (3) strategic experiential modules includes the senses, feelings, thinking, action and correlation; (4) experience grid includes media and briefing of the build case; (5) the identification of experiential grid and the corresponding strategic experiential modules include the case name, logo, advertising slogans and corporate identity and signage system; (6) experiential providers and the corresponding strategic experiential modules include design, indoor pattern of planning and decorating, garden landscaping design, building quality and sales services; (7) the brand building of experiential grid and the corresponding strategic experiential modules include cooperation with industry, cross-industry cooperation, brand value, stories, marketing and branding public relations activities; (8) the space show of experiential providers and the corresponding strategic experiential modules include sample house show, virtual reality display and real house show; (9) the electronic media of experiential providers and the corresponding strategic experiential modules include official website, television and radio; (10) the people of experiential providers and the corresponding strategic experiential modules include employees, brokers, professional sales agency with a loyal customer; (11) the antecedents of experiential value include product packaging, reference group, physical environment, service contact and epistemic; (12) experiential value includes functional value, social value, emotional value and epistemic value.目錄 第一章 緒論...................................................... 1 第一節 研究背景與動機..................................... 1 第二節 研究問題與研究目的................................. 3 第三節 研究對象與研究範圍................................. 4 第四節 研究流程......................................... 4 第二章 文獻探討.......................................... 6 第一節 體驗行銷之相關研究................................ 6 第二節 體驗價值的前因因子之相關研究........................ 12 第三節 體驗價值之相關研究................................. 14 第三章 研究方法.......................................... 18 第一節 研究架構.......................................... 18 第二節 體驗行銷的關鍵特性、體驗媒介、策略體驗模組 及體驗矩陣………..................................... 18 第三節 體驗價值的前因因子................................. 22 第四節 體驗價值………...................................... 24 第五節 個案研究與深入訪談................................. 25 第四章 個案研究.......................................... 31 第一節 個案建設公司與建築個案的簡介.........…………………......... 31 第二節 個案建設公司之建築藝術個案的體驗行銷之四個 關鍵特性.......................................... 32 第三節 個案建設公司之建築藝術個案的體驗媒介、 策略體驗模組與體驗矩陣..................................... 33 第四節 個案建設公司之建築藝術個案體驗價值 的前因因子........................................ 40 第五節 個案建設公司的建築藝術個案之體驗價值.................. 42 第五章 研究結論與建議.................................... 44 第一節 結論............................................. 44 第二節 研究建議.......................................... 50 第三節 策略意涵.......................................... 52 參考文獻................................................. 54 附錄................................................... 6