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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/87280

    Title: 消費者如何消費品牌故事 : 故事的生命歷程觀點
    Other Titles: How consumers consume a brand story : the perspective of brand story's lifetime
    Authors: 陳律伶;Chen, Lu-Ling
    Contributors: 淡江大學國際企業學系碩士班
    黃哲盛;Huang, Je-Sheng
    Keywords: 故事行銷;經典商品;香奈兒;五號香水;Storytelling Marketing;Classic product;Chanel;Chanel No.5
    Date: 2012
    Issue Date: 2013-04-13 10:55:32 (UTC+8)
    Abstract: 故事行銷是精品業常見的行銷傳播方式之一。然而從觀察可發現,精品故事生命歷程有長有短;其中又以經典商品的品牌故事生命歷程最為久遠。因此本研究以探討經典商品之品牌故事歷程為起點,進行文獻資料的蒐集。而在文獻中,本研究又發現消費者在購買精品時,有時是希望成為精品傳奇中的一部分,所以本研究也深入了解消費者是否會購買品牌故事。



    Storytelling is a common marketing tool in fashion and luxury industry. The fashion and luxury brands create lots of brand stories every year, but not all of the stories have the long lasting lifetime. This study is aimed to know why some brand stories have the dateless lifetime, how these stories develop through the test of time, and further discuss about whether or not the consumer will buy brand stories.

    Among all kinds of brand stories, the brand story of classic product always has the longest lifetime, so this paper chose Chanel’s classic product—No.5 perfume’s brand stories as study examples. The thesis used content analysis to analyze the different periods’ brand stories of Chanel No.5. Besides, this thesis also held two focus group interviews in order to know the consumers’ opinions.

    Finally, this research found out that compared to the early periods, the recent brand stories use more symbolic techniques and emotional elements to imply the brand value and brand style. In addition, the research also shows that some of the consumers will buy brand stories, and the motives of buying brand stories are: social motive, identity motive, self-expression motive, and experiential motive. Furthermore, from the conclusion can infer that the classic product is the incarnation of brand story, so purchasing classic product is like buying brand story.

    Classic product is very helpful in storytelling marketing, so it is highly recommend the brand can use their classic products to tell the story of their own. But if the brand doesn’t have classic product, it’s strongly suggested to build one.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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