Action Research of Importing Digital Service into Local Brand Marketing—The Workshop Practice

Abstract

In this study, we studied the strategy for importing digital service into local brands, and four workshops were held to analyze the seven local brands in Yunlin County. The specific practices include the establishment of a basic service design concept, application of service design tools, digital service strategy, service design practice, brand strategy planning and digital marketing practice. The workshop process followed the four stages of action research. Through the cycle of planning, action, observation and reflection, 22 feedback sheets designed for the workshops and opinions on brand operation were collected; the results were analyzed based on the implementation and observation of each stage of action research, as well as encoded student comments in the feedback form. A comprehensive analysis was conducted on the import of digital service into local brand marketing in the form of workshops, and the workshop design strategy and the action research viewpoint are proposed to serve as the digital marketing strategy for local brands.