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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/94321

    Title: 不同家庭型態的夢想體驗 : 以IKEA廣告與IKEA賣場為例
    Other Titles: Dream experience of the different family structures : an example of IKEA advertisement and IKEA shopping mall
    Authors: 楊智珮;Yang, Chih-Pei
    Contributors: 淡江大學大眾傳播學系碩士班
    Keywords: 體驗行銷;家庭型態;experience marketing;family structure
    Date: 2013
    Issue Date: 2014-01-23 14:20:58 (UTC+8)
    Abstract: IKEA在2012年的「IKEATaiwan打造夢想家」宣傳廣告,分別以兩人世界鄉村風小宅(一房型)、北歐現代風小家庭(三房型)、空間打造,輕鬆把家變漂亮為主題,利用廣告的教學和店面展示間的各種針對不同需求族群的擺設,創造讓消費者能直接跟商品互動,親自去感受每個產品或組合帶給自己的體驗,也可以從廣告中得到對於自己對家的想像跟靈感,依照自己的喜好和需求創造獨一無二的「夢想家」。
    From IKEA 2012 「IKEA Taiwan the dream house maker」advertisement series, they use country Style, modern style conceptual living pattern to communicate with the target customers, and pass the image of 「IKEA can help you make the one and the only sweet sweet home」by demonstrate the goods in show rooms .
    I found that there were few researches of the correlation between advertisement and customers. So I would like to study the symbolic interactions from the show rooms and advertisement images which IKEA desires to pass, will effects to the target customers in how and what ways.
    Hopefully, through interviewing the three target groups, can let us learn how the brand makers use their demonstration to promote their good successfully and accepted by the targets.
    After researching, we can find that the different family background of every customer felt differently to the same advertisement. About sensation experience, we can find that the small family contributed by husband and wife pays more attention to the show room, and small family with one child will treat the children space as a big matter. About emotion experience, each type of family pays their attention in different place.About DIY experience, this study finds that Taiwanese customer accepts this concept, but has weak motivation to DIY. Finally, according to Related experience, we can find that there is a weak link between family type and the life style.
    Appears in Collections:[大眾傳播學系暨研究所] 學位論文

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