《華陶窯》在30 餘年前就已經開始默默的為臺灣的文化及創意產業付出，並且在政府評選創意生活 產業的第一年（2003 年）就獲選為創意生活產業，因此研究《華陶窯》這個成功企業的行銷策略，應該 是一種有價值的嘗試。本研究以Schmitt 策略體驗模組為理論基礎，採用資料分析、深度訪談及參與觀察 等方法，分析《華陶窯》如何在營業活動中體現感官、情感、思考、行動及關聯等策略體驗模組的特徵。 最後則依據研究結果對個案企業提出幾點建議，期望本研究所得之結論，能夠提供學術界與實務界參考。

For more than 30 years,「Hwataoyao」has been silently dedicated to the development of cultural and creative life industry in Taiwan. In 2003, it was selected as the best business in creative-life industry by the government. Trying to investigate the marketing strategy of this successful business is valuable. In this study, Schmitt’s strategic experimental model is used as theoretical basis. Document analysis, participant observation, and in-depth interviewing are also used to analyze how「Hwataoyao」represents senses, emotions, thoughts, behaviors and relations of Schmitt’s strategic experimental model in the operating activities. At last, based on the findings, some suggestions were provided for 「Hwataoyao」. Wish the conclusions of this study can be the references for academic domain and industrial field.