| Summary: | 碩士 === 國立屏東科技大學 === 高階經營管理碩士在職專班(EMBA) === 98 === This study has its sample based on the user of Leica camera in Taiwan area with a main objective to study the perfect code of emotional marketing. Economy has come to an era of aesthetic economy, and the marketing philosophy has evolved into aesthetic marketing relatively; for aesthetic marketing, the cultural code of the consumer needs to be understood first, and the emotional marketing needs to be built in. Therefore, in this study, based on literature review, perfect code of the emotional marketing has been divided into three main categories, six formations and fifteen items. First, based on the view point of emotional aesthetic, the perfect formation summarized is creativity, and the perfect codes include: harmony, profound essence, uniqueness and heart-touching; next, based on the theory of psychology perfectionism, the perfect formation summarized is the internal dynamic, and the perfect codes include: striving for superiority, do-your-best, innovation, scrupulous about every detail and faithfulness; at last, based on the Maslow's Needs Hierarchy Theory, viewing from the safety need formation, perfect code has its trust, viewing from the formation of the love and belongingness need, perfect code has its emotional sustenance, viewing from the formation of the self-esteem need, perfect code has its enhance value and highest quality, viewing from the formation of the self-actualization need, perfect code has its catch the moment and peak experience. In this study, in-depth interview and two-round modified Delphi method are adopted. Through the assessment on the perfect code of Leica camera by seven Leica experts, the perfect code of emotional marketing is constructed to be trust and striving for superiority. In this study, the explored conceptual basis of perfect code of emotional marketing is summarized into an emotional marketing conceptual model with the application of perfect code, and it is hoped that the result can be used as reference by people in the enterprise and the academy.
|
|---|
