五感療癒展覽《重返心聆》品牌及社群經營企劃書

Abstract

中文摘要 本文以《重返心聆》展覽為核心，探討五感沉浸式體驗於都市情緒療癒與行銷推 廣上的實際成效。面對現代人長期處於高壓與快節奏生活，研究指出大自然意象 及五感刺激能有效促進情緒放鬆，因此本展以海洋、森林與花朵三大主題重新建 構觀展者的情緒旅程，並結合茶飲與香氛等跨品牌合作，營造可暫時抽離日常壓 力的療癒空間。研究採用 4P、STP 與 AIDA 理論分析展覽定位與目標族群，並 以社群媒體推廣作為主要行銷策略，透過 Instagram、Threads 與 KOL 優先場等 方式創造話題與觸及。 成效分析顯示，本展於線上曝光累積逾 14 萬次瀏覽、2,300 次互動，並吸引 147 位實際觀展者。雖線上至線下之整體轉換率僅 1.8%，未達原訂 5% KPI，但展場 內商品購買轉換率高達 83.1%，顯示觀展者在進入展場後的高度沉浸與消費意 願。此外，心理療癒程度量表呈現 100% 正向情緒回饋，證實展覽在紓壓、情 緒整理與內在覺察方面具有顯著效果。 研究亦指出策展主題聚焦度不足、展場文字引導不夠、互動儀式感低與單一社群 風格侷限等問題。未來建議包括：深化敘事脈絡、增加導覽資訊、提升互動設計 的情感回饋，以及採用更多元平台之分眾行銷策略。同時，本展於商品銷售與品 牌合作皆展現潛力，具備跨平台推廣與商業延伸的可行性。 Abstract This study uses the exhibition “Reheart” as a core case to explore the effectiveness of multi-sensory immersive experiences in urban emotional healing and marketing communication. Responding to the high-pressure, fast-paced lifestyle faced by modern individuals, previous research suggests that natural imagery and sensory stimuli can effectively promote psychological relaxation. Based on this premise, the exhibition constructs an emotional journey through three thematic zones—ocean, forest, and blooming flowers—combined with cross-brand collaborations featuring tea tasting and fragrance experiences. The exhibition aims to provide visitors with a temporary retreat from everyday stress. By applying 4P, STP, and AIDA marketing frameworks, the study analyzes the exhibition’s positioning, target audience, and strategic communication. Social media promotion served as the primary marketing channel, utilizing Instagram, Threads, and KOL preview events to enhance reach and engagement. Performance analysis indicates that the exhibition generated over 149,000 impressions and 2,300 interactions on social media, resulting in 147 physical visitors. Although the online-to-offline conversion rate reached only 1.8%, falling short of the 5% KPI, the on-site product purchase rate reached an exceptional 83.1%, suggesting strong visitor immersion and willingness to purchase once entering the space. Furthermore, psychological feedback collected through an emotional assessment scale revealed 100% positive emotional responses, confirming the exhibition’s effectiveness in relieving stress and facilitating emotional awareness. The study also identifies several issues, including insufficient thematic focus, limited textual guidance within the exhibition, weak ritualistic elements in interactive installations, and constrained social media aesthetics. Recommendations for future improvement include enhancing narrative coherence, increasing interpretive materials, strengthening emotional feedback mechanisms within interactions, and adopting diversified multi-platform, audience-segmented marketing strategies. Additionally, the exhibition demonstrated strong potential in product sales and brand collaboration, indicating promising opportunities for cross-platform expansion and commercial development.