Discussion of design and experiential marketing in ming-show pottery cultural creative product

Abstract

In the present day, the government of Taiwan is tiring to promote the policy of Cultural Creative Industries (TCCI), as well as to industrialize the cultural products with creation; thus, marketing is the major factor in industrial operation; furthermore, the exterior environment, competition between the same industries, promotion and sales of the distribution and the interior creative ability become the important points for the industry. This study was focused on the case study which discussed about the interior and exterior marketing strategy analysis of Ming-Show Pottery. The relevant information was obtained from domestic and foreign literatures, which also included interviews to understand the actual operating situation deeper for the industry by interview; meanwhile the SWOT analysis was also adopted in this study to understand the poisoning, external opportunities and threats and the internal advantages and disadvantages of target markets. The study results are obtained as follow (1) The model of Experiential Strategy consists of five factors: Sense, Emotions, Thoughts, Action and Connection; so that the customer will interest in the product and culture by stimulating those five factors; ;(2) The applied strategies in the future which including brand marketing, selling spots expansion, experiential marketing ways and different industrial collaboration were made via SWOT analysis as the foundational references to the industry; and (3) Establishing the model of experiential marketing strategy applications can improve the competitive ability of marketing promotion for the industry in terms of interactional marketing. © 2011 Springer-Verlag Berlin Heidelberg.