品牌體驗與品牌共鳴之研究-以遊戲寶可夢為例

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題名:	品牌體驗與品牌共鳴之研究-以遊戲寶可夢為例 Research on Brand Experience and Brand Resonance - The Case of Pokemon GO
作者:	陳益興 (CHEN,YI-HSING)
貢獻者:	全球品牌與行銷碩士在職學位學程
關鍵詞:	品牌體驗品牌投入品牌績效品牌共鳴 Brand Experience Brand Investment Brand Performance Brand Resonance
日期:	2018
上傳時間:	2019-05-31 14:17:31 (UTC+8)
摘要:	台灣產業正由工業生產代工環境(OEM)邁向建立商業品牌(Market Brand)服務的經濟型態,由於網際網路與智慧手機的快速發展，社會環境的生活中離不開網路與智慧手機的運作，日常娛樂、消費模式與工作業務等都無法不依賴網路(Alam&Yasin, 2010)與智慧手機。近幾年，品牌體驗的行為已成為品牌行銷運作中不可或缺的選項與方法，使用者因為某種目的與行為而接觸各種網站與平台以及虛實交互的線上線下環境(O2O)，而品牌運作針對使用者在智慧網際網路上創造出各種多元有吸引力的品牌體驗與行為。你今天抓寶了嗎？【Pokémon GO精靈寶可夢】成為近兩年來最熱門的手遊體驗遊戲，大街小巷、公園等地都可以看見玩家的足跡，全民瘋抓寶現象，反映出品牌使用擴增實境技術體驗所產生的品牌認同效益及產生與使用者行為之間的品牌共鳴。故本篇研究以擴增實境(AR: Augmented Reality)技術成為品牌體驗行銷研究之元素，以線上遊戲寶可夢應用程式(Pokémon GO)在全球智慧型裝置中的應用程式(APP)市場形成的使用者行為風潮與品牌流行趨勢，在擴增實境技術與品牌加持的效益下，針對使用者於品牌體驗中所產生的品牌投入與績效的交互影響之下，證明為有正面提升品牌共鳴效益之相互影響效果。 Taiwan's industry is moving from an OEM environment to establishing an economic model for the service of the Market Brand. Due to the rapid development of the Internet and smart phones, the social environment cannot live without the Internet and wisdom. The operation of mobile phones, daily entertainment, consumption patterns and work services cannot rely on the Internet (Alam & Yasin, 2010) and smart phones. In recent years, the behavior of brand experience has become an indispensable option and method for brand marketing operations. Users are exposed to various websites and platforms and online and offline environments (O2O) that interact with each other for some purpose and behavior. The operation aims at users creating various diverse and attractive brand experiences and behaviors on the smart Internet. [Pokémon GO Pokemon] has become the most popular mobile game experience game in the past two years. Streets, parks and other places can see the player's footprints. The phenomenon of the whole nation is crazy, reflecting the brand's use of augmented reality technology experience. The brand identity benefits generated and the brand resonance that is generated with user behavior. Therefore, this research uses Augmented Reality (AR) technology as an element of brand experience marketing research, and uses the online game Pokémon GO to form an APP market in global smart devices. The trend of user behavior and brand trends, under the effect of augmented reality technology and brand blessing, is to positively enhance the brand's resonance benefits, in light of the interactive influence of brand input and performance generated by the user's brand experience. The effect of mutual influence. Keywords: Brand Experience, Brand Investment, Brand Performance, Brand Resonance.
顯示於類別:	[行銷碩士學位學程] 博碩士論文

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