The Impact Research by Using Story Marketing on Customer Satisfaction and Brand Experience－The Study of Micro-Entrepreneurs from Mid-Taiwan

• Main Authors: Chang, Chin-Lung, 張欽隆
• Other Authors: Kuo, Cheng-Chung
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/xk944x

碩士 === 國立臺中教育大學 === 文創設計管理產業碩士專班 === 104 === The research adopts the most popular and mature story marketing methodology, by taking Micro-Entrepreneurs as example to see if Entrepreneurs can enhance customers’ satisfaction, deepen brand experience and build up a highly value added business model from the experience and recognition customers receives from the content of story marketing. This research takes male and female members from classes of Micro -Entrepreneur venture lesson as target group to take questionnaire of receiving different message delivered from entrepreneur and make statistics analysis. Based on the implication of this research, the following comments will help micro entrepreneurs to enhance their profits. 1. Entrepreneurs need to use narrative approach to deliver message to customers to gain positive influence. 2. Entrepreneurs need to bring brand message into the story to enhance the brand experience building. 3. Entrepreneurs need to remain consistent in brand building and corporate story content, in order to establish solid business model.