Spokes-Characters of the Exhibition Style set on Word-of-Mouth Marketing Effectiveness Users: The Case Studies of Gudetama Exhibition and Robot Kitty Exhibition

• Main Authors: Chieh-Feng Hsieh, 謝杰峰
• Other Authors: 陳意文
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/tap89y

碩士 === 淡江大學 === 資訊傳播學系碩士班 === 104 === There has been many exhibitions using popular spokes-characters as theme nowadays in Taiwan. Under the situation that the market is saturated, the exhibitions are designed using the contents of the popular spokes-characters and is aimed at the consumers who are fond of the characters. The style of the exhibitions and the power of consumers comments has become the factors effecting whether or not the exhibition is successful. The study is generally focusing on the exhibitions organizers, which is Jump Media, that used popular spokes-characters as their theme. Two exhibitions are the main cases of this study, Gudetama and Robot-Kitty. In the study, there will be interviews with the organizers about the theme design, strategies and the effect of the word of mouth. Case Studies is the study method of this study. The purpose of this study is to understand the theme of the exhibition and the power of word of mouth effecting the result of marketing. The following is the result of this study. 1. If the theme design contains diversification will effectively increase marketing result. 2. The word of mouth strategy integrating with diversification will comprehensively effect marketing result.