惠新實業有限公司一直以來做為台灣服裝行業的頂尖領導者，擁有一流的品質與經濟價值。然而，當這個傳統的企業面對台灣男性內衣市場的未來以及數位時代所帶來的改變，通過傳統的行銷4P策略，該品牌將繼續努力通過提供更新的零售策略，品質控管來獲取利潤，在這個前提下，本研究的目的是深入研究新的4E行銷方法：經驗，情感，參與和獨特性。本研究將展示4E將如何幫助一家擁有51年歷史的公司在他的行銷部門做品牌拓展，隨後對惠新實業有限公司進行個案研究。贊助商業模式將作為分析框架合併到商業模式中。本研究採訪了四位經驗豐富的行銷專家，以了解4E的概念以及實施贊助商業模式的可行性。該研究最後討論了從研究中汲取的經驗教訓：4P不能被4E取代，但可以將這兩種工具做結合。

Fashion Garment Ind, Co., Ltd, have always been Taiwan’s top garment industry leaders, with top quality and economic value. Yet, when traditional business management struggles to foresee the future of the Taiwan men’s undergarment market and the adaptation of the new digital era based on the traditional marketing 4P strategies, this brand will continue to struggle to secure profits by providing newer retail strategies, quality control, customer management, innovative marketing strategies, racking up inventories, and etc. Under this premise, the purpose of this research is an in-depth look into the new 4E’s marketing method: experience, emotion, engagement, and exclusivity. This study will showcase how 4E is possible to help with the brand extension of a 51-year-old company concerning the marketing department, followed by a qualitative case study on Fashion Garment Ind, Co., Ltd. A sponsorship business model will be incorporated into a business model canvas as an analytic framework. Four experienced marketing expertise were interviewed to understand the concept of 4E and the feasibility of implementing the sponsorship business model. The study concludes with discussions of lessons learned from the research: 4P cannot be replaced by 4E but can combine the two tools.

Executive Summary	1
An Analysis of Fashion Garment Ind, Co., Ltd	1
1. Introduction	1
1.1 Motivation for the Research	2
1.2 Main Objective	3
2. Literature Review	3
2.1 Experience	3
2.1.1 Sensory Experience 	3
2.1.1.1 Visual	4
2.1.1.1.1 Case Study on Visual Merchandising	5
2.1.1.1.2 Visual Impulse Purchasing Behaviour	5
2.1.1.2 Scent 	6
2.1.1.2.1 Shopping Motivation Regarding to Scent	7
2.1.1.3 Auditory	8
2.1.1.4 Taste	8
2.1.1.5 Tactile	8
2.1.2 Intellectual Experience	9
2.1.3 Social Experience	9
2.1.4 Pragmatic Experience	9
2.2 Emotion	10
2.2.1 Emotional Cross-Effects of Items on a Shopping List	10
2.2.2 Positive Emotion in Marketing	11
2.2.3 Employees’ Mood Impacts Customer Interaction	11
2.3 Engagement	11
2.3.1 Internet Engagement 	11
2.3.2 Technology Engagement 	12
2.4 Exclusivity	12
2.4.1 Retailer Exclusive and Unique Products	13
2.4.2 Product Exclusivity Flaws	13
2.4.3 Limited Store Hours 	14
3. Case study on Fashion Garment Ind, Co., Ltd	14
3.1 A Humble Beginning of Fashion Garment Ind, Co., Ltd	14
3.2 Organizational Perspective	14
3.2.1 Patagonia	15
3.2.2 Iranian Blood Transfusion Organization	16
3.3 Succession Plan	17
3.4 Why Hypermarket and the Current Marketing Strategies does not Work Anymore	18
4. Managerial Implication 	19
4.1 Sponsorships Introduction	19
4.2 Why Sponsor 	19
4.3 Corporate Sponsorship	19
4.4 Sportswear Sponsoring Intercollegiate Athletic Departments	20
4.5 Why University Athletic Sports Program Need Fashion Garment Ind, Co., Ltd?	21
4.6 Suggested Business Model Canvas 	21
4.6.1Key Partners 	21
4.6.2 Key Activities 	22
4.6.3 Value Proposition	23
4.6.4 Key Resources 	23
4.6.5 Customer Relationship	24
4.6.6 Channels	24
4.6.6.1 Tangible	24
4.6.6.2 Intangible	25
4.6.7 Customer Segments	25
4.6.7.1 Demographic	26
4.6.7.2 Geographic	26
4.6.7.3 Psychographic	26
4.6.7.4 Socioeconomic 	27
4.6.7.5 Behavioural 	27
4.6.8 Cost Structure	27
4.6.9 Revenue Stream 	28
4.7 Fashion Garment Ind, Co., Ltd Sponsoring University Athletic Departments?	28
4.8 Risk and Mitigations	29
4.8.1 Intergroup Conflict	29
4.8.2 Product Sensitivity 	29
5.  Methodology	30
5.1 Choosing a Research Methodology 	30
5.2 Choosing a Method	30
5.3 The Interview Guide	30
5.4 Conducting the Interviews	30
6. Data Analysis and Interpretation	31
6.1 What is 4E	31
6.1.1 What is Experience	31
6.1.2 What is Emotion	32
6.1.3 What is Engagement	32
6.1.4 What is Exclusivity 	33
6.2 Replacing 4Ps with 4Es 	33
6.2.1 Thoughts on Replacing 4Ps with 4Es 	33
6.3 All the Problems	34
6.3.1 Fashion Garment Ind, Co., Ltd Problems	34
6.3.2 Product Problems	34
6.3.3 Hypermarket Problems	35
6.4 Sponsorship Business Model	36
6.4.1 Familiarity with Corporate Sponsorship	36
6.4.2 Proposed Sponsorship Business Model	36
7. Conclusion	37
7.1 Limitations	38
7.2 Further Research Possibilities	38
References	40
Appendix	50
A. Interview Guide	50
B. Discussed Questions 	51
C. Questionnaire	52
D. Sponsorship Business Model Canvas Checklist	53
E. Interviews	54

LIST OF TABLES

Table 1. Relevant Potential Customers' Attributes Related to Sponsorship Business Model.	26

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