體驗行銷對於快閃店影響之行銷模式

Marketing strategy to experience the impact of marketing on pop-up stores

近年來網路蓬勃發展，商業平台崛起，許多網路店家或實體大牌廠商會利用快閃店做為噱頭加以宣傳，拍照打卡的風潮以及熱度，帶來了錢潮與人潮，成為最好的口碑行銷。本研究旨以體驗行銷作為權重構面與屬性，探討快閃店的吸引力、內在要素和外在要素對快閃店開設的影響，並且以台灣參加快閃店的消費者為研究對象，透過層級分析法（Analytic Hierarchy Process，AHP）設計出快閃店吸引消費者的關鍵因素，透過因素之間的兩兩比較進行重要性評估，並以重要性-表現分析法（Importance-Performance Analysis，IPA）來探討執行體驗行銷策略應加強改善的重點。最後本研究根據快閃店短期經營的特性，建構一套專案的快閃店設立流程，根據研究結果提供給快閃店品牌作為執行快閃流程運作的體驗行銷策略建議。

In recent years, the Internet has flourished and commercial platforms have risen. Many online stores or big-name manufacturers will use pop-up stores as gimmicks for publicity. The purpose of this study is to use experience marketing as the right to reconstruct the facets and attributes, explore the impact of pop-up stores 'attractiveness, internal factors, and external factors on the opening of pop-up stores, and take Taiwan 's consumers who participate in pop-up stores as research objects. An expert questionnaire designed for the key factors of pop-up stores to attract consumers is designed through the Analytic Hierarchy Process (AHP), and the weights of the key factors are expected to be found by comparing them in pairs. Then, the difficulty of implementation and its importance are discussed through Importance-Performance Analysis (IPA). The study constructed a set of project pop-up store establishment process, and provided it to the manufacturers that opened the pop-up store based on the research results. And branding a marketing strategy that is more profitable.