微型電商品牌之說故事行銷策略─動機、故事主軸、顧客反應架構

因應網路的快速崛起與發展，電子商務平台隨之崛起。而電商平台上競爭激烈，微型品牌如何突破重圍乃是業者的一大課題。而傳遞訊息強而有力的方式之一，乃是運用說故事。本研究因此擬定探討電商平台上之微型品牌，並運用說故事之行銷方式，在動機、故事主軸與顧客反應的三大構念下，使用個案研究的深度訪談與觀察法進行內容分析，探討其行銷架構，並使用AHP層級分析法羅列構面之重要性。而在研究範圍中，因為甜點在網購中的高產值，故鎖定範圍為甜點產品。個案研究法的資料收集來源為4名甜點電商之經營者，12名甜點重度愛好的女性消費者。AHP層級分析法之資料來源則為5名甜點電商之職員，5名甜點重度愛好的女性消費者
本研究結果使用個案研究法發展出說故事行銷策略架構。本架構包含三大構念以及八大構面。三大構念分別為動機、故事主軸與顧客反應。動機構念下之構面分別為資訊傳遞、說服購買以及建立關係；故事主軸構念下之構面分別為故事內容、時機點以及互動交流；顧客反應構念下之構面分別為評價分享及降低疑慮。故事內容構面中，本研究歸納為主題、情節與角色三要素，在主題要素中得出次要素分別為品牌誕生的故事、品牌改造或創新的故事、品牌利益與價值的故事、品牌成功事蹟的故事與品牌與消費者的故事；在情節要素中得出次要素分別為謎/神秘、探索、誘惑、愛與轉捩點；在角色要素中得出次要素分別為天真者、弄臣與情人。再經由AHP層級分析法給予重要度評估。本研究之說故事行銷概念架構，可供微型電商品牌業者作為擬訂行銷策略時的參考依據。

In response to the rapid rise and development of the Internet, e-commerce platform rise quickly. The E-Commerce platform on the highly competitive, micro-brand how to break through the industry is a major issue. One of the powerful ways to deliver a message is to use storytelling. This study is to explore the micro-brand on the platform of E-commerce, and use the story marketing to the three concepts that is including motivations, story spindle and the customer response. It use the depth interviews and observation of case study to analysis content. Then, our study use AHP hierarchical to analysis the importance after we explored the marketing structure. In the scope of the study, because the dessert in the online shopping is in the high yield, so it locked range for the dessert products. There are 4 dessert E-Commerce operators and 12 dessert hobby consumers female in the data collection sources of case study. There are 5 dessert E-Commerce staff and 5 dessert hobby female consumers in the AHP hierarchy analysis of the data collection sources

The results of this study use the case study to develop the story marketing strategy structure. The structure consists of three concepts and eight facets. Three concepts include motivation, story spindle and the customer response. The structure of Motivation includes to inform information, to persuade the purchase and the to establish relations; The structure of story spindle includes the story content, timing and interactive communication; The structure of customer response includes shared for the evaluation and reducing concerns. The facets of story spindle include the three elements of topic, plot and role. In the topic element, the sub-factors include the story of the birth of the brand, the story of brand transformation or innovation, the story of brand interest and value, the story of brand success stories and the story of the brand and the consumer. In the plot elements of the sub-elements include the mystery, exploration, temptation, love and turning point. In the role o elements of the sub-elements include naive, rigoletto and lover. And it give the importance of assessment through the AHP level analysis. In this study, the marketing concept structure can be a reference of marketing strategies to the industry of micro-electronic commerce brand