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雨刷auto進入發燒排行的影片

以雨刷為例聚焦產品溢價之促銷活動：於國際脈絡下之評估、框架與選擇

為了解決雨刷auto的問題，作者何彩蝶 這樣論述：

The "black box" consumer is a complex construct influenced by various aspects. Several models help to understand consumer behaviour and shed light on different aspects – especially involvement, activation, and emotions play a crucial role. In today''s retail environment, shoppers increasingly deman

d experiences, look for added value, and desire to be delighted, positively surprised or inspired when shopping. Sales promotions are a powerful tool to attract and enthuse shoppers as they can fulfil precisely these requirements by providing various incentives and benefits. Divided into monetary an

d non-monetary promotions, the choice of sales promotions is diverse. Non-monetary promotions, particularly product premiums, offer the potential to impact consumers'' perception of the product positively, shape their associations with the brand and persuade them to engage with it.To attract shopper

s, premiums must fulfil various requirements. They should arouse interest and fit the anchor product. Furthermore, consumers mostly appreciate functionality, utility, and attractiveness concerning premiums. However, a mere product premium is not sufficient. Instead, it must be embedded in a coherent

, overarching communication concept, including eye-catching in-store product presentations that can be seen as another vital building block of successful point of sale campaigns. Especially for relatively inconspicuous products, such as wiper blades, sales promotions pave the way to grab consumers a

ttention.The conducted marketing research proved that a combination of a striking product presentation and product premiums has the potential to appeal to new consumer groups and to reactivate existing customers. However, differences between generations, genders and cultural backgrounds were identif

ied and must be considered, emphasizing the importance of tailor-made campaigns adjusted to different target groups. Car cleaning accessories, lifestyle and travel gadgets are the most promising product premiums for wiper blades fulfilling the identified requirements and providing various possibilit

ies for emotionally appealing communication campaigns. These campaigns should reflect current trends and consumers'' lifestyles by visualizing consumption moments. In addition, storytelling and incorporated cultural aspects stimulate shoppers'' identification with the product and enable the creation

of emotional cornerstones in consumers'' minds. Promotional campaigns substantially foster involvement and impulsive purchases. Consequently, they possess the potential to uplift sales of wiper blades.