本研究帶入體驗行銷要素模式，把Kano二維品質模式的產品品質用範圍更廣的體驗品質做替代。本研究證實結果對多媒體娛樂廠商的建議在行銷策略導向上更需提供，更優良、操作更便利的視覺與聽覺饗宴導向、更貼心與更人性化的線上服務導向、提供個人資料保護安全性導向、社群資訊整合導向、個人專屬化導向。另外，針對廠商與消費者在Kano需求品質導向上的差異性提供兩個方向思考，1. 廠商誤把消費者的線性需求品質，視為魅力需求品質，故可能造成必須重視行銷策略而被忽視，例如高的解析度與良好的音效不具備時，消費者會感到不滿意，廠商千萬不能忽略不提供。2. 廠商視為的必需品質需求，消費者可能視為無差異需求品質，如此造成行銷資源的浪費，例如網路即時資訊查詢在消費者心中可能就不是必要的需求，網路應該是具備查詢的功能，而非無時無刻提供一堆用不到的資訊。

The research adopted experiential marketing factor mode as a substitute for product quality in Kano’s 2-dimensional quality model. The research findings indicate that multi-media entertainment manufacturers need to focus on a number of orientations in their marketing strategies, including more superior and convenient visual and hearing orientations, more attentive and humanized online service, security for personal data protection, integrated social information orientation, and personalization orientation. In addition, two differences in the quality demands of manufacturers and consumers for Kano are identified. Firstly, the manufacturers wrongly regarded consumers’ One-dimensional demand quality as Attractive demand quality, which may result in ignorance regarding which marketing strategies should be emphasized. For example, consumers will feel dissatisfied if they are not equipped with high resolution and excellent sound effects, and thus manufacturers should place high importance on these features. Secondly, the necessary quality demands as deemed by manufacturers but which consumer regard as indifferent will lead to a waste of marketing resources. For instance, the Internet real-time query function may not be a necessary demand for consumers as they may consider that since the Internet is designed with the function of looking up information, there is no need for them to be occasionally provided with large amounts of useless information.

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