消費者互動行銷策略之探討---以"冰火"包裝設計為例

Abstract

互動式行銷的定義為賣方和買方互動關係的管理，它不但吸引廣大的注意力，並且已有很多行銷業者開始執行了。互動式行銷的競爭優勢為連結了滿意和再購意願的關係，及滿意和口碑傳播的關係，在在都顯示出它對服務業和消費市場的重要性。早期的研究已經顯示出當消費者和業者互動愈多，他們會從事繼續購買的機率就愈高。根據有些報告指出，互動式行銷的支出正不斷快速成長，已經佔了總行銷市場的百分之八。因為互動式行銷已經成為市場上的焦點，本研究將介紹及檢驗互動式行銷的概念及應用，及以個案研究的方式來探討它如何影響即飲調和酒精飲料市場(RTD)的市場佔有率。 本文經由個案研究的資料及問卷調查來檢驗互動式行銷對銷售及市佔率的影響。樣本是由兩群受訪者組成，72名曾經參與本土即飲調和酒精飲料的設計活動和另一組184名沒有參與的受訪者對照，以發現互動式行銷的效果。研究結果顯示出互動式行銷的活動提高目標品牌的辨認度和喜好度，及達到保留和再購，甚至忠誠的行銷目標。有了科技快速演化，商業界能夠提供更創新及以網路為基礎的個人化接觸平台，以促進顧客支援和互動系統的發展。

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.