賀寶芙品牌美感體驗之行銷研究

Abstract

當今美學已廣泛應用在品牌行銷中，亦有不少研究針對某些特定品牌進行分析。本研究以賀寶芙為研究主題，試圖從文獻找出各方面的美學觀點，以美學分析角度去探討該品牌如何運用美感體驗策略，打造市場行銷計畫、推廣健康觀念，為「美善社會」奠定基礎。 本研究乃針對賀寶芙美感體驗行銷概念而發，特就四方面深入探討： 一、以美學元素爲品牌行銷的概念研究－本研究針對美學與視覺識別規劃及美感體驗做重點式分析。

二、研究賀寶芙美感體驗之應用分析－以賀寶芙「年度盛會」及「營養俱樂部」 為樣本，做各面向分析，包括：活動體驗、產品味覺體驗、視覺體驗、認知 體驗、情感美學之體驗及健康課程學習等。

三、賀寶芙品牌行銷分析－探討該品牌如何利用多重管道（例：產品包裝、全世 界各地運動賽事贊助、廣告代言等）塑造品牌健康的形象，並以複製的手法 使其影響力無遠弗屆。另外，更分析其如何展現企業的社會責任，建構「美 善社會」，同時也提升賀寶芙品牌形象及價值。

四、「半結構式訪談」－藉由資深經營者及消費者對賀寶芙品牌美感體驗行銷之 相關認知及見解，驗證本研究設定方向及論點價值。

此論文之研究成果，盼能讓相關研究者更了解賀寶芙品牌的美感體驗行銷。 Aesthetics is widely applied in marketing nowadays, which has attracted researches to analyze certain brands. This project starts by investigating aesthetics from a number of past literature and uses these concepts to exam how our case study, Herbalife, employs aesthetic sensual experience as a strategy to market itself, popularize the notion of good health, and lay a foundation for an “aesthetic and good society.” Focusing on Herbalife’s marketing strategy of using aesthetic sensual experience, this project undertakes the following four tasks: 1.Examining the marketing of a brand through its aesthetic elements, focusing particularly on the aesthetics, the visual identification and aesthetic sensual experience. 2.Analyzing the application of Herbalife’s aesthetic sensual experience, with special emphasis on its Extravaganza and Nutrition Clubs and their various dimensions, e.g. customers’ activity experience, product taste experience, recognition experience, affective aesthetic experience, and the learning of health courses. 3.Analyzing the marketing of Herbalife, exploring its various approaches and venues (e.g. product packaging, worldwide sports event sponsorship, and celebrity endorsement) to establish the company’s health image, and to duplicate such successes widely; additionally, analysing how Herbalife takes its social responsibility to construct an “aesthetic and good society” while raising the company’s profile and value. 4.By use of semi-structured interviews, validating the direction and assertions of this research by citing the understanding and views of two senior corporate members and a less experienced customer with a focus on their aesthetic sensual experience of Herbalife. It is hoped that the result of this project may assist interested researchers in advancing their understanding of the marketing of Herbalife’s aesthetic sensual experience.