The research of consumer interactive marketing strategy---through the packaging design of "Ice Fire"
|關鍵字:||互動式行銷;即飲調和酒精飲料;個案研究;競爭優勢;interactive marketing;ready-to-drink;case study;competitive advantage|
Interactive marketing (IM) defined as the management of the buyer-seller interactions has drawn great attention and been conducted by leading marketing practitioners. The competitive advantage of interactive marketing such as the linkages between satisfaction and repurchases intentions, and between satisfaction and positive word-of-mouth signaled its importance to service and consumption marketing. Prior researches have shown that the more customers interact with marketers, the greater possibilities they would make subsequent purchases. According to some reports, the expenditure on interactive marketing (IM) is growing fast; it has already accounted for more than 8% of total marketing share. Since interactive marketing has become the focal to the marketing, the thesis introduced and examined the concept and application of interactive marketing and interpreted how it impacted the marketing share of ready-to-drink (RTD) by a case study. This thesis examined the impacts of interactive marketing on sales and marketing share through case study data and empirical investigation through questionnaires. Subjects were consisted of two groups- 72 subjects who had participated in local ready-to-drink (RTD) brand design and 180 subjects who did not participate. The effect of interactive marketing program was achieved through the comparison of these two groups. This study shows that interactive marketing campaigns can enhance the recognition and favoritism of the target brand, and achieve the marketing objectives of retention and repatronage, or even loyalty. With the rapid evolution of technology, business can provide more innovative and internet-based personal contact platform for the development of customer support and interactive system to enhance customers’ satisfaction and repurchase intentions.
|Appears in Collections:||Thesis|
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