以广告从业员观点探讨全联广告策略.PDFVIP

以廣告從業⼈員觀點探討全聯廣告策略 An Examination of Chuan Lian’s Advertising Strategies from the Perspective of Advertising Employees 曹融*TSAO JUNG 孫若綺** SUN RUO CI *雲林科技⼤學 視覺傳達設計系 副教授 **雲林科技⼤學 視覺傳達設計系 碩⼠班 摘要 台灣零售業市場競爭激烈，全聯社⾝在其中，背負負⾯形象及⾯臨眾多競爭 對⼿的夾擊 ，其透過品牌再造逐漸的由劣勢轉為優勢，成功轉型為現今的全聯福 利中⼼（以下簡稱全聯），獲得消費者肯定；期間積極應⽤廣告為⾃⾝發聲，創 造出許多經典且令⼈印象深刻的廣告，有效的為品牌建⽴知名度，並順利在消費 者⼼中建⽴正向的品牌形象 ，成功吸引消費者注⽬。 AISAS模式 由電通公司所提出 ，主要針對現今網路發達的時代及消費者⽣活 型態之變化所提出的消費者⾏為分析，與傳統的營銷法則較不同的是現今⼤眾 ⾯ 對廣告及產品資訊由被動接收轉為主動收尋 ，進⽽分享⾃⼰從中獲得的相關資訊， 社會⼤眾間的 「收尋」及「分享」⾏為為品牌達成⾏銷⽬的，產⽣極⼤的⾏銷效 益。本論⽂欲以此模式建⽴訪問題綱，再依其設⽴訪問題項 ，對廣告從業⼈員進 ⾏半結構式訪談，欲以其觀點深⼊探討全聯福利中⼼的品牌策略、廣告創意及消 費者之相互關係。 透過訪談及資料統整得知全聯在明確的品牌策略框架下，其廣告策略有以下 三點特⾊ ： ⼀、以妙趣橫⽣的創意廣告 ，提⾼曝光度，從⽽輔助企業建⽴品牌知名度 ⼆、藉由具話題性廣告間接傳達品牌訊息，樹⽴品牌形象 三、品牌策略、廣告及消費者皆是環環相扣，缺⼀不可 。 關鍵詞：全聯福利中⼼ 、廣告策略、品牌再造、AISAS 模式 Abstract The retail market in Taiwan is highly competitive. Being in such an industry, the PX Mart was characterized by negative images and confronted with many attacks from its competitors. Through brand reengineering, the company’s disadvantages were gradually transformed into advantages, as it successfully became the current Chuan Lian Enterprise (hereafter referred to as Chuan Lian) that earned consumer recognition. During the transition, Chuan Lian actively used advertisements to speak its voice. It has created many classic and impressive advertisements that not only effectively built brand awareness, but also successfully constructed a positive brand image in consumers’ mind. This successfully attracted consumer attention. This study used the AISAS model proposed by Dentsu Inc. as a theoretical model. It is a consumer behavior analysis model that was mainly designed for the curr