| Taiwan creative industry have been attract eyes from both sides of the Strait and stepped up efforts to focus on the development of the mainland based on consumer market(?)A variety of cooperation forms,examplified by the Cross-straits Demonstration Area of Cultural and Creative life Industry,came into shape in Beijing,Shanghai and other places.At the same time,the creative life industry is considered to be one of the most promising and distinctive industries attracting visitors and investment all over the word.From the definition we can summarize the key words of creative life industry(?)that is the emphasis on service quality,the providing of in-depth experience,the enhancement of aesthetic feeling,and the ultimate goal of the added value of products.Over the past 20 years,the Carton King has gone through transition and development.With its wide spread in Taiwan,the Carton King has opened six branch shops successively on the main land.The paper took the Carton King Creative as the object of the research,based on three aspects of brand building,consumer research and integrated marketing communications.It adopted several research methods,such as text analysis,in-depth interviews,to analyze the key success factors of integrating marketing communications of Carton King Creative.The research found that Carton King products market constantly improved the market share through reasonable layout and accurate consumer positioning.The products market also attached more importance to advertising,marketing and public operation.The company attracted consumers by media advertising of high contact rate.As for the catering,facing the severe pressure in market competition,the Carton King launched unique paper tableware and constantly developed new products,which were based on the taste of food,in order to ensure consumers a special dining environment.The successful attempt on Carton King Hotel means that it has greater and more diversified development space in the future. |
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