本研究以個案研究方式進行，瞭解其風格設定對行銷效果之影響與口碑行銷策略對整體行銷效果影響，得到研究結果如下： 1. 展覽與肖像風格設定採取多元性規劃策略其有助於提升行銷效果 2. 口碑行銷策略進行多元性結合其全面性影響行銷效果 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.
