碩士 / 國立政治大學 / 商管專業學院碩士學位學程(AMBA) / 98 / With the fierece competition of mobile phone market, the trends of mobile consumbers had changed from product-oriented to experience-oriented Experiential Marketing (Schmitt, 1999) had transformed from traditional mobile phone product which merely emphasized on functionalities and effectiveness to add values on top of the product through the Strategic Experiential Modules SEMs and Experiential Providers ExPros. To present, Sony Ericsson, Nokia as well as Samsung mobile manufactures are very keen on experiential marketing by forming up their own flagship store and establishing a brand-new mobile phone experiential platform. This approach has become directly for branding mobile phone manufacturers to convey a marketing message to consumers. In this study, Sony Ericsson flagship store for the study, researchers used convenience sampling methods to investigate, through quantitative and qualitative strategies of experience marketing experience module SEMs, experience the value of the relationship between customer satisfaction and customer loyalty, and make practical experience of marketing suggestions.
This case study is targeting at Sony Ericsson flagship store, analyzing the relations of Strategic Experiential Modules SEMs, Experiential Value, Customer Satisfaction and Customer Loyalty through qualitative and quantitative methodology, providing the practical marketing recommendations to the owner of flagship store.
The result of this research shows :
1. Through appropriate SEMs can positively predict different aspect of experimental value.
2. SEMs -Act, Relate, Think and Feel can positively reinforce customer satisfaction.
3. SEMs -Act, Relate, Think and Feel can positively reinforce customer loyalty.
4. Experimental value CROI, service excellence and playfulness can positively reinforce customer satisfaction.
5. Experimental value CROI, service excellence and playfulness can positively reinforce customer loyalty.
6. Customer satisfaction can positively reinforce customer loyalty.
Hereafter are the suggestions for Sony Ericsson Flagship Store to develop the marketing strategy onwards:
1. Flagship Store should provide accurate and innovative consumer experience to their customers.
2. Flagship Store should integrate relevant marketing resources to enhance experimental value CROI.
3. Continuing to strengthen the flagship store quality of service, and actively enhance the service excellence and playfulness.
4. Flagship store should have different gender-specific product marketing strategy
About Sony Ericsson
Sony Ericsson, a 50:50 joint venture of Sony Corporation and Telefonaktiebolaget LM Ericsson, was established in October 2001. Over 9,000 employees contribute to the development, design, marketing, sales, distribution and service of a full portfolio of products, accessories and applications. Hailing from over 40 countries and employed across the map, our people are inspired by the cultures that surround them. From our R&D operations in Sweden, Japan, China, the US and UK, to our global management in London to our regional centers around the world.
| Identifer | oai:union.ndltd.org:TW/098NCCU5388056 |
| Creators | Chien, Chih Hao, 簡志豪 |
| Contributors | 祝鳳岡 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 125 |
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