Establishing consumer experiential marketing model by Digital Technology

• Main Authors: LEONG JUN MING, 梁俊銘
• Other Authors: HSU CHUING WEN
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/dthp67

碩士 === 逢甲大學 === 企業管理學系 === 106 === In this new era development quickly of App in recent years, has made the App device App popular in our life, and it has to be a part of our daily life tools. In this few years, along with the grow up of the IoT a partly from large-scale enterprises, small and medium-sized enterprises had gradually begun to develop App close to users to increase their adherence to use of the App. This research mainly develops an App by self. Through the results of the questionnaire survey, the main functions are included in the design interface. This research mainly discusses regard the expectations and common functions of users when using the App as a research choice of design. This research is based on the “Consumer behavior Survey Questionnaire of Using Digital Technology”, and it uses the 101 valid questionnaires to be returned to learn about the user’s thoughts on the App developed by the Hotpot industry and the considerations included in this research. The main purpose of this research is to explore how to build an App for the user to experience the use of the marketing model, and finally create an improvement and recommendations.According to the survey results, the interviewees a graduate student Feng Chia University were 30 subjects of the study, and 41 other respondents were the guests and staff in the Hotpot restaurant and the research. 33 questionnaires filled by non-related personnel. Three of the questionnaires that were finally returned were invalid. There were a total of valid 101 samples in this study. Hotpot App is different from other Apps in placement movie and photo experience marketing process for users to experience of the App.The analysis of this study from the " Consumer behavior Survey Questionnaire of Using Digital Technology " shows that people generally tend to used functions such as ordering and booking. The Hotpot App feature includes order menu, menu and preview offers that are each linked using a connection list. The App can also launch related promotions at anytime based on store events or seasons to attract users to download Hotpot App and get discounts through announce Hotpot App ordering and positioning. In operation, anyone can simply download the Hotpot App to easily used this interface. Finally, this study developed its application program based on the questionnaires results using MIT App Inventor 2.