數位及3C產品的蓬勃發展，形成了數位行銷爆炸成長的時代，目前在市場上已是一項相當重要且熱門的模式，企業如何在有限的預算中利用最快速且效益更高的行銷方法是目前中小企業所追求的目標。除了經營社群媒體平台外，關鍵字也擁有很高的曝光度，觸及率高、預算也較為彈性。就消費者而言，市場環境不斷改變，數位行銷除了帶來便利和滿足消費者好奇心，更可以迅速獲取的資訊，評估自己的消費能力，也為新的消費行銷帶來不同新風潮。
本研究旨在透過新設立之品牌，針對數位行銷現況,探討與分析並提出有效的行銷建議與成果，並以新上市品牌“C公司”在百貨公司首次設立為個案分析。希望除了擁有原本創立的oldsichuan的研發及採購團隊，在湯頭與品質上做強又有力的支持之外，也希望在透過行銷4.0的5A研究方法的確實反覆執行下，做出最好的決策。在百貨公司(dream-mall)設店的二年之內，將品牌知名度建立，並可進入行銷4.0的最佳也是最後的“倡導＂階段，讓顧客成為品牌的發言人，創造更多忠實的擁護者，提升行銷生產力和購買行動力也讓研究個案有實際的品牌獲利能力！

The booming of digital and 3C products has influenced in the formation of digital marketing development. Many businesses have adopted various strategies and marketing model in the digital market environment. However, some companies has limited budget issues and have tried the cost-effective methods to maintain market competition. Social media platform has adopted by many companies because of free-charge use, and some products and services could gain more customers’ attention through keywords seeking approach used by customers. Digital marketing and information communication technology (ICT) has advantages of efficient information exchange and qualified service encounter of customers. In many cases, customers are satisfied with information and services that companies provide.
Research has shown that many companies has tried to explore the influence of digital communication platform and know the method to exert digital marketing in customer relationship management. This research used case study analysis to exmine the development model as well as strategies of new brand “Zhi Zhi red-Leng series” and 5 A of marketing methods. Having the support of thd Oldsichuan research and procurement team, the first Zhi Zhi red-Leng store started at a department store (Dream-mall), company logo and marketing strategies gain the supports from customers, and the brand will expand to more customers. This study comb the development process of Zhi Zhi red-Leng, examine some service issues, and assert suggestions for entrepreneurs.

論文審定書 i
誌謝 ii
摘 要 iii
Abstract iv
目錄 v
圖次 vii
表次 v
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第二章 文獻探討 4
第一節 顧客體驗路徑 4
第二節 STP行銷 5
第三章 研究方法 6
第一節 研究流程 6
第二節 研究方法 7
第四章 個案分析 8
第一節　個案背景與由來 8
第二節　產品原料來源 8
第三節STP分析 9
第四節 5A架構的顧客體驗路徑 14
第五節 主要顧客體驗路徑圖形 32
第六節 策略建議 34
第五章 結論與建議 35
第一節 研究結論 35
第二節 研究發現 36
第三節 研究限制與未來發展 37
參考文獻 38

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民視新聞(2018)。吃麻辣搭串燒一碗裝 單身族大口啖，取自：https://www.youtube.com/watch?v=4bTrDp5K4Ac&feature=youtu.be，瀏覽日期：2018年7月11日。
鄭華清(2009)。行銷管理。新北市全華圖書股份有限公司出版。

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