The Exploratory Research of Experiential Marketing for Female Consumers--- A Case Study of Mary Kay Cosmetics Inc

• Main Authors: Kuang-Ting Ho, 何光庭
• Other Authors: Der-Fa Robert Chen
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/59072422058097712351

碩士 === 國立中山大學 === 企業管理學系研究所 === 94 === Due to the competition in the market and the challenge of the products of the other brands in the different sales channels, the traditional marketing strategy has gradually lost the attraction of customers and develop accordingly many new methods of marketing. Among them , the experiential marketing has been to attach broadly importance to discuss by industries in these days, such as Starbucks coffee shop. The experiential marketing switches the emphasis on the functionality and effectiveness to creations of the consumption process among perception, emotion, cerebration, action and relations. And so the best way for corporations is to develop the methods of marketing with being moved to customers at the moment. The major consumers of direct selling industry in Taiwan is women, so the objective of this study is Mary Kay Cosmetics Inc which is focus on female consumers. And based on the strategic experiential module evolved by Schmitt.To apply the five dimensions of sense, feel, think, act, relate to research the acceptance of consumers for the marketing ways and to explore whether these dimensions affect consumer’s behavior with the combination of literature review, in depth interviews and content analysis as well. Findings suggest that these five dimensions affect the consumer’s behavior and the impact of feel plays the most important roll of all. And the marketing of act and relates are important because of involving in interpersonal relationship and community operation. Mary Kay and the other companies in direct selling industry what are focus on the sales channel of distributors may refer to this model to induce the consumption of consumers.