浪浪別哭行銷管理企劃書

Abstract

隨著近年來「領養代替購買」風氣興起，加上少子化和經濟發展的影響，使得人們對於飼養寵物的意願提高。本組以浪浪別哭作為研究主題，讓民眾更加了解新型態的中途之家，同時希望增加大眾對流浪動物的重視度與提高複合式中途之家的曝光度，以減少在外流浪動物的數量。 本組使用一、二手資料並行，透過網路搜集資料，並且使用環境分析、SWOT分析、STDP分析、4P分析等分析出浪浪別哭的優劣勢。搭配問卷調查，界定出浪浪別哭的客群及其喜好，用以完善浪浪別哭的行銷策略。 最後本組提供了一些建議來改善浪浪別哭的行銷策略。首先，浪浪別哭可以透過新增日常影片，讓人們更加深入了解中途之家的運作和毛孩們的生活。其次，多與其他機構或個人進行合作，共同宣傳領養代替購買的理念。同時，使用關鍵字，讓潛在觀眾更容易找到影片。最後，持續改善服務品質，讓顧客和有意領養的飼主有更好的體驗，以維持穩定的客源和口碑。

With the rise of "adoption instead of purchase" in recent years, coupled with the impact of declining birthrate and economic development, people's willingness to raise pets has increased.Our group takes Lang Lang Don't Cry as the research theme to let the public know more about the new type of midway home, and at the same time hopes to increase the public's attention to stray animals and improve the exposure of the composite halfway home, so as to reduce the number of stray animals outside. Our group uses primary and secondary data in parallel, collects data through the Internet, and uses environmental analysis, swot analysis. STDP analysis and the Marketing Theory of 4Ps analyze the advantages and disadvantages of Lang Lang Don’t cry on the waves. Combined with questionnaire surveys, define the customer groups and their preferences to improve the marketing strategy of Lang Lang Don't Cry. Finally, our group provides some suggestions to improve the marketing strategy of Lang Lang Don't Cry. First of all, Lang Lang Don't Cry can add new daily videos to give people a deeper understanding of the operation of the halfway home and the lives of the fur children. Second, cooperate with other agencies or individuals to jointly promote the concept of adoption instead of purchase. At the same time, use keywords to make it easier for potential viewers to find the film. Then, continue to improve the quality of services, so that customers and owners who intend to adopt have a better experience, so as to maintain a stable customer source and word of mouth.