英文摘要 |
Due to changes of social ideology and technological development over time, enterprises constantly adopt different marketing methods to reduce costs and increase profits. The marketing strategies in innovative service determine the innovation and the use of innovation to create business opportunities. This study treats Hayashi Department Store as the target to discuss how it reaches consumers’ demands and a balance between a tourist spot and a historical site, how it chooses the best performance activity or planning to minimize the operating cost while attracting the consumers, and how it obtains consumer loyalty and satisfaction. It is a case worth discussing. This study used literature review to understand the social impact of hunger marketing strategies and application, and explored consumers’ concepts and opinions for innovation. By case study, this paper explored measures or methods of hunger marketing, and analyzed the correlation between experiential marketing’s influence on consumers and hunger marketing’s influence on consumers. Finally, from the perspective of consumer gap of innovative service design, this study discussed how the hunger marketing methods of Hayashi Department Store influence consumer behavior and expected value. According to the case analysis and discussion, this study found that the experiential value of Hayashi Department Store can be divided into 3 parts: 1) consumers have hunger for definitive innovative merchandise and produce buying desire due to principle of scarcity and illusion of hunger marketing; 2) due to consumers’ curiosity and conforming and following trend, Hayashi Department Store triggers consumers to voluntarily cooperate with the corporate regulations of control of people stream, from experiential domination to trying to manipulate consumers’ psychology; 3) the success in marketing methods of Hayashi Department Store not only uses the experiential marketing and hunger marketing methods, it also skillfully applies media resources, which brings Hayashi Department Store more customers and business opportunities |