碩士 / 元培科技大學 / 企業管理研究所 / 100 / Due to the rapid development of economy, the increase of the gross domestic product (GDP) of citizen and the enhancement of living quality, consumer attitudes began to change to a different way. Luxury which was usually owned by rich person is owned by common person now. Therefore, today's luxuries will become to be essential tomorrow.
Because of economics depression, many industries face more difficulty in sustaining performance, except the luxury industry that the sales performance remains stable.
In recent years, the concept of experiential marketing is being substituted for the concept of traditional marketing, therefore, this study uses Analytic Hierarchy Process and Strategic Experiential Modules to investigate the key factors of choosing luxury bag boutique based on the concept of experiential marketing.
The results of the study shows that the importance of the main criteria is “Relate”,“Sense”,“Act”,“Feel”,“Think”, and the best five of the sub-criteria are“try to remind me of social rules and arrangements”,“tries to engage my senses”,“tries to make me think about actions and behaviors”,“reminds me of activities I can do”,“the luxury bag boutique is perceptually interesting”.
| Identifer | oai:union.ndltd.org:TW/100YUST5457009 |
| Creators | Chen, Yu Chen, 陳震宇 |
| Contributors | Yang, Chien-Hui, 楊千慧 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 63 |
Page generated in 0.0288 seconds