亞衣宜家品牌行銷企劃

Abstract

本次合作業者為亞衣宜家股份有限公司，亞衣宜家股份有限公司主要致力於拼布及製作手做相關產品，我們希望能推廣此公司的知名度，將品牌推廣出去。在新的定位下，我們為亞衣宜家建立了一個粉絲專頁，藉由發布貼文及舉辦活動來達到宣傳的目的。我們規劃了一系列四週的議題與活動，其中包括每天發布與生活相關的貼文、或新聞，到戶外舉辦實體活動邀請路人到粉專打卡按讚，同時進行活動側拍，將影片或照片上傳粉絲專頁，讓更多人知道並了解亞衣宜家，並每個星期進行效益分析，反省每週的貼文是否能吸引目標客群目光並製成話題。經由此次經營粉絲專頁的結果，我們發現目標客群的界定並不容易，也必須透過接觸及洞察隨時調整目標客群即發文方向，且若只透過網路上的宣傳與推廣是不夠的，必須結合實體活動的推廣、網路宣傳…等方式，增加與目標族群的溝通互動，了解他們的需求，才能吸引住他們的眼光，進而產生購買的意願，及詢問，並達到推廣品牌及公司知名度的效果。

This cooperation entrepreneur is Yayi Co., Ltd., Yayi Co., Ltd. is mainly engaged in Patchwork and production of hand-related products, we hope to promote the company's reputation, the brand will be promoted out. In the new position, we have set up a fan page for Yayi, through the release of posters and activities to achieve the purpose of publicity. We plan a series of four weeks of topics and activities, including the daily release of life-related posts, or news, to the physical activities outside the invitation to passers-by to the powder punch card, while the activities of the film, the film or photo upload Fan page, so that more people know and understand Yayi, and every week for profit analysis, reflect the weekly postings can attract the target audience and make a topic. Through the results of the operation of the fan page, we found that the definition of the target audience is not easy, but also through contact and insight at any time to adjust the target group that is issued, and if only through the Internet publicity and promotion is not enough, must be combined with the promotion of physical activities, network publicity ... and so on, to increase the interaction with the target groups to understand their needs in order to attract their eyes, and then produce the intention to buy, and ask, and to promote the brand and the company's visibility effect.