以整合分析法建立品牌概念店的體驗發展策略

Building a brand concept store experience development strategy with the integrated analysis method

10.6285/MIC.202307/SP_01_12.0002

林凌仲(Ling-Zhong Lin)；黃靜宜(Ching-Yi Huang)；黃欣慧(Xin-Hui Huang)；盧惠琪(Hui-Qi Lu)

品牌概念店 ； 體驗行銷 ； AHP ； IPA ； Brand concept store ； Experience marketing ； AHP ； IPA

管理資訊計算

12卷特刊1（2023 / 07 / 01）

13 - 21

繁體中文;英文

近年來，環境因素導致傳統店舖面臨倒閉問題，各品牌開始建立概念店，除了注重空間設計、店內裝潢、商品擺設，打破以往的傳統行銷手法不再是專注產品本身，而是運用沉浸式氛圍帶給消費者更多不同感官刺激。許多業者揮別傳統商業模式，著手進行數位轉型，如何提升品牌價值並使消費者與品牌故事產生連結成為考量因素之一，因此品牌形象的建立成為重要議題。本研究以層級分析法（AHP）設計出概念店體驗行銷對於品牌形象建立的形象模式之問卷，透過兩兩相比較找出關鍵因素的權重，接著透過（IPA）來探討執行的困難度以及其重要性，且利用SWOT交叉分析法，以分析出內、外部影響的因素。因此，可以根據概念店的服務品質之特性，建立一套屬於品牌概念店體驗行銷的流程，最後依據本研究結果提供給品牌概念店最佳的行銷策略與建議。

In recent years, environmental factors have led to the closure of traditional stores, and brands have begun to establish concept stores, in addition to focusing on space design, store decoration, product decoration, etc. Breaking the traditional marketing method is no longer to focus on the product itself, but to use immersive atmosphere to bring consumers more different sensory stimulation. Many industry players are moving away from traditional business models to embark on digital transformation, and how to enhance brand value and connect consumers with brand stories is one of the considerations, therefore, the establishment of brand image has become an important issue. This study using Analytic Hierarchy Process (AHP) to design a questionnaire on the image model of concept store experience marketing for brand image building, find out the weight of key factors through the expectations after comparing the two, Then, through (IPA) to discuss the difficulty of implementation and its importance, and use SWOT cross-analysis method to analyze the internal and external influence factors, so that according to the characteristics of the service quality of the concept store, a set of brand concept store experience marketing process can be established, and finally the best marketing strategy and suggestions for the brand concept store are provided according to the research results.

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