篇名 | 故事機構行銷策略乏探討 |
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卷期 | 61 |
並列篇名 | TheStudy of the Story-telling Organizations Marketing Strategy |
作者 | 黃義良 |
頁次 | 073-095 |
關鍵字 | 行銷策略 、 行銷組合 、 定位 、 目標市場 、 故事機構 、 marketing strategy 、 story-telling organizations 、 marketing targeting 、 positioning 、 marketing mixes |
出刊日期 | 200905 |
本研究昌在分析兩所國內主要的故事機構其行銷策略之異同,包含故事機構的目標市場分析、定位策略與行銷組合4P+4C的運用情形,並探討遭遇之困境。
研究中採半結構性訪談方式,針對機構的主管、員工和顧客共12位進行訪談,經由逐字稿內容梳理,發現目標市場主要以3至12歲兒童為主,定位策略則分別為多才藝取向及純敘說故事取向,以B機構定位較明確,二者在行銷組合的運用上也存在差異,最後,歸納機構面臨的困境主要有少子化、經濟不景氣和對手競爭等因素。
hepurpose of this study was to analyze the difference between two major story-telling organizations on marketing strategy, including the market targeting; positioning and the marketing mixes of 4P+4C execution statuses; and the facing predicament.
This is a case study, taking the organization managers, employees, customers, and total 12 persons by using the semi-structure interview. Then,word-by-word, the followings are found: the market focusing on the children of age 3 to 12 year-old; the positioning focusing on multitalent and pure story -telling; the marketing mixes difference existing as well. To sum up, the predicaments are low birth rate and the worst economic situation, and the competitors.