論文代寫-AIDA模型營銷的研究。AIDA模型已被用於評估和建議營銷，並已應用於許多研究設置。AIDA模型背後的基本理念是為消費者創造意識，讓消費者對品牌產生興趣，渴望購買品牌，然後通過購買品牌采取行動(Gharibi et al.， 2012)。AIDA模型主要是試圖理解消費者在購買過程中大腦中發生的認知行為。因此，營銷媒體擴展了公司和消費者之間的關系。現在在直接營銷的背景下，再一次，一個更直接的關系或理解被考慮。
The AIDA model has been used to assess and advise marketing and has been applied across many research settings. The basic notion behind the AIDA model is to create awareness to a consumer segment, make the consumer segment get interested about the brand, desire to purchase the brand and then take action by buying the brand (Gharibi et al., 2012). The AIDA model basically attempts to understand the cognitive actions that take place in the mind of the consumer when they are in the buying process. The marketing media hence extends the relationship between the company and the consumer. Now in the context of direct marketing, once again, a more direct relationship or understanding is considered. However, it does not necessarily mean that direct marketing cannot be conjoined with generalized marketing approach. The concept of mediamorphosis as presented by Fidler (1997) states that the transformation of a communication medium usually happens because of some defined reasons. One of the primary reasons is technological innovation; however, the innovation in itself is driven by competitive needs, political pressures and social pressures etc. Media is used for creating awareness, improved interests and desire. The objective is to make the consumer to commit to a purchase action. The main objective is hence to improve sales. Direct marketing in adding another aspect of measurability by interpreting response and sales will hence add benefits to the general marketing approach (Roberts & Berger, 1999; Kliatchko, 2005). The reason for considering direct marketing as an augmentation to general marketing is because of the data gathered during the course of research that suggests, sports companies in Taiwan are not interested in doing direct marketing. Now through research data collection and analysis, this research attempts to show that positive opportunities are available for implementing direct marketing.
The hypothesis assumed at this point is that there are positive opportunities for applying direct marketing among Taiwan’s Badminton Rackets Markets.
By applying these opportunities, the Taiwanese companies will move from mass marketing to specific targeted direct marketing.
The research makes use of a mixed methodology approach. The mixed methodology approach is one where both quantitative and qualitative data is collected, analysed and interpreted (Johnson, & Onwuegbuzie, 2004). For the same phenomenon, both these methods offer a wider set of data. The method is specifically useful in this research, as data collection on direct marketing can be studied with both quantifiable data and qualitative data (Bryman, 2006; Creswell & Garrett, 2008). The mixed research method assumes a philosophical method of inquiry that focuses on using quantitative and qualitative data for a better understanding of the research problem that any one approach alone could not have provided (Schutt, 2015). In this research, quantitative findings were collected first. Based on some perspectives gathered in quantitative findings, the qualitative research interview was structured. The quantitative findings are from different users in the market. The qualitative data are collected from chief level positions within the badminton making companies.
Now from an earlier inquiry of the badminton racket brands in Taiwan, it was established that the key brands are quite smaller compared to other big countries. Now these brands are competitive within the country but they do not seem to use direct marketing well. The research understanding is that the companies do not have the resources to carry out direct marketing successful or will not understand the significance of direct marketing well. To this end, the qualitative inquiry focuses on what the C suite of these brands think about direct marketing and why they will be willing to (or not willing to) apply direct marketing for their racket brands.
Quantitative data collection methods include survey methods and questionnaire methods etc. (Amaratunga et al., 2002). The researcher made the selection of the questionnaire method as it is a faster way to capture more data. For qualitative data collection, an in-depth interview method was used.
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