本研究旨在探討國內外符合體驗經濟時代的品牌，透過文獻回顧與探討，整理出一個可由消費體驗發展品牌的架構，並以此架構進行個案分析與檢視，提出研究發現，提供想要由消費體驗發展品牌的廠商，作為自我檢視品牌發展之用；同時，作為品牌操作之實務運作可依循的方向，強化品牌發展之路。 本研究使用質性研究的多個案研究方法，選擇選取了國內外各兩家消費體驗的代表品牌為研究對象，進行深度的訪談，分別為法藍瓷、王德傳、美體小舖與無印良品四個品牌；並同時蒐集相關的次級資料進行彙整，最後，透過本研究架構進行個案的分析與比較，以了解其公司如何從消費體驗發展品牌的經營之道，並彙整出研究發現。 本研究發現乃藉由「由消費體驗發展品牌的觀念架構」，指出互動過程可透過體驗行銷策略模型之實務操作形成客戶消費體驗；透過顧客關係管理實務建立長期的品牌關係，而衡量關係準則可藉由關係密度與關係活動了解關係品實質以調整品牌互動的方式；最終使顧客感受品牌精神。並透過四個成功案例分析與印證，彙整發現與結論如下: 1. 品牌精神乃品牌經營之根本，需具備「獨特、真實、談論性高」之特質。 2. 品牌關係可透過顧客關係管理之行銷操作，以會員經營與管理為主，可使品牌行銷更精準有效率。 3. 客戶體驗可透過Schmitt(1999)體驗行銷策略之運用，發現: 3-1.體驗類型，感官、情感、思考、行動與關聯並非獨立存在，而是互相影響。 3-2.體驗類型首重感官之視覺刺激誘發情感體驗 3-3.客戶體驗影響品牌與顧客關係 3-4.客戶體驗首重情境式體驗與圖像式溝通 3-5.對體驗媒介之產品呈現方式(品質、設計與包裝等)最為重視 3-6.共同建立品牌之聯合行銷的方式最為常用，以補足較少的廣告行銷預算。 4. 品牌精神、品牌關係與客戶體驗之相互關係 4-1.需以全面觀點規劃與設計，三者兼備，缺一不可。 4-2.三者關係需兼顧一致性與相互呼應 / The purpose of this research is to discuss the brand of Experience Economy at home and abroad. According to a literature review and research, we first developed a conceptual framework of brand development through consumption experience. Then, we analyzed and viewed successful cases based on this conceptual framework of brand development. Finally, we proposed findings. This research may help companies that want to develop brands through consumption to view brand development. At the same time, it is also a way to practice brand execution and may enhance brand development. In this research, we adopted a multi–case study method of qualitative research. We selected four brands at home and abroad in the case study: Franz, Wang De Chuan, the Body Shop, and MUJI. The analysis of these case brands was based on the primary material, which we obtained from in-depth interviews and from related secondary materials collected and archived from many ways. Finally, we analyzed and compared the four cases using this conceptual framework of brand development, and we made several discoveries. The study found that the interactive process can be applied in practice through the strategies of experiential marketing and can then be used to form customers’ consumption experiences, to develop long-term brand relationships through customer relationship management, to evaluate the relationship’s criteria through relationship activities, which can the be adjusted in brand-interactive manner; and to make the customer feel brand spirit finally. Above all else, we based our work on the conceptual framework of brand development through consumption experience. Below are the findings and conclusion from the analysis and proof of the four case studies: 1. Brand spirit is the base of brand development. It requires several features, such as unique, real, and intense discussion. 2. Brand relationships can let brand marketing be precise and effective through the practices of customer relationship management and member management. 3. Customer experience can be expressed through the strategies and execution of experiential marketing from Schmitt (1999). Below are discoveries: 3-1. An experience model describes the way we sense, feel, think, act, and relate. These reactions are independent but are interactive in their influence. 3-2. An experience model pays attention to stimulation from the sense of sight to induce feelings and experiences. 3-3. The customer experience affects the relationship between the brand and customer. 3-4. The customer experience emphasizes communication based on situation and picture. 3-5. Experience media emphasize product expression, e.g., quality, design, and packaging. 3-6. A marketing strategic alliance is usually used in order to keep a low budget for marketing. 4. What is the interactive relationship among brand spirit, brand relationship, and the customer’s experience? 4-1. The relationship of the three needs to be planned and designed using an indispensable overall concept. 4-2. The relationship of the three needs consistency to keep one another healthy.

本文探討「慈濟靜思書軒心靈講座」活動，透過不同的服務品質與體驗行銷，獲得民眾對靜思書軒的滿意度，進而提升對慈濟與靜思書軒之忠誠度。本研究質化與量化方法同時進行,提出對提升「慈濟靜思書軒心靈講座」活動之行銷策略與改善建議。質性調查採用深度訪談法，蒐集心靈講座活動之主管、員工與顧客對講座舉辦概況、滿意度與整體評價等進行瞭解，提出對心靈講座未來舉辦活動之策略與建議。量化部分則透過靜思書軒19門店之協助，針對參與心靈講座之民眾進行問卷填寫與資料蒐集。本研究問卷調查採用隨機抽樣法，針對發放期間有舉辦的14間門市進行問卷發放。共發放420份問卷，有效問卷為300份。發放時間為2011年8月1日至9月30日。本文研究目的包括： 1.探討「活動服務品質」及「體驗行銷」與「顧客滿意度」、「顧客忠誠度」之意涵。 2.檢定「活動服務品質」及「體驗行銷」與「顧客滿意度」「顧客忠誠度」等構面之關係。 3.「人口統計變項」對「活動服務品質」、「體驗行銷」、「顧客滿意度」、「顧客忠誠度」是否有顯著差異化。 依據本研究所獲得的結果，受訪者以女性、年齡以45歲~54歲以上、職業家管、薪水在40,001~50,000、居住地區則在台北市最多。服務品質對顧客滿意度有顯著影響、體驗行銷對顧客滿意度有顯著影響、顧客滿意度對顧客忠誠度有顯著影響。本研究依其問卷與訪談結論，建議靜思書軒應事前規畫每場服務人員的比例與配置，會場的佈置、民眾活動的動線與活動行程，加強情感部分與促使會眾參與度提升，提供客製化之講座，提高會眾參與度及擴大目標市場與增加客源，達到「淨化人心」的目標。 / This paper discusses the activities of “Mind Talk” held in Jing Si Books & Café, through various service quality and experiential marketing to increase the satisfy and customer loyalty in Jing Si Books & Café and expect to enhance and modify the activities of “Mind Talk”. In this study, qualitative and quantitive methods are used at the same time. 420 questionnaires were collected from 14 Jing Si Books & Cafés, and 300 questionnaires are valid. The samples are selected randomly from August 1st to Novernment 30th, 2011. The purposes of this study are included: 1.To discuss the meanings of “service quality in activities”, “experiential marketing”, “customer satisfaction”, and “customer loytalty”. 2.To examine the dimensions of “service quality in activities”, “experiential marketing”, “customer satisfaction”, and “customer loytalty”. 3.To test the significances on “demographic variables”, “service quality in activities”, “experiential marketing”, “customer satisfaction”, and “customer loytalty”. Based on the results, the most respondents were female, ages from 45 to 54, housewives, wages between 40,001 and 50,000, and living areas are in Taipei city. Service quality has a significant impact on customer satisfaction and experiential marketing has impacted on customer satisfaction and customer loytalty. According to the conclusions, Jing Si Books & Café need to plan the preoportionof each service and configurations, organize the activities of the moving line and travel activities before each activity of “Mind Talk” are important. Strengthening the emotional to increase the participation and customized seminars will expand the target market and expect to achieve “Cleaning hearts” as the final target.