This event will be lectured by the deputy general manager of Trace Public Relations and a lecturer graduated from the Chinese Literature Department of National Chengchi University. The content will focus on why consumer research is conducted and analysis of market positioning, product development, advertising and sales strategies. Research on consumer behavior helps companies understand their target customer groups, thereby designing effective marketing strategies and establishing customer relationship management. The lecturer introduced that the communication target is not equal to the consumer. Emphasizing the importance of communication paths, the process from source to interpretation plays a key role in impact and effect. "The activity will introduce the basic thinking structure of planning, the RACE model (research, action plan, communication, effectiveness evaluation), to help companies formulate effective strategies from self-analysis, consumer analysis, competitor analysis and market trend analysis. In addition, through the combination of Internet big data and market research databases, companies can comprehensively grasp brand reputation, netizen attitudes and community trends, thereby gaining insights into industry trends. Two examples are analyzed to show practical applications: FamilyMart's Let's cafe strategy and Dyson's online marketing. The FamilyMart case emphasizes target customer groups and brand image building, using media reports and Internet buzz to guide consumer behavior; Dyson uses the influence of opinion leaders Cooperate to achieve the purpose of increasing brand exposure and interaction rate.

Implemented by Department of Recreation and Sports Management
Date: 2024/10/14