Schmitt提出對體驗行銷的定義為：「透過顧客經由觀察或參與事件後，感受某些刺激而誘發動機產生思想認同或消費行為，並將其價值持續的延續，則有助於品牌的記憶與區隔。」其主要理論是，產品或服務可以為顧客創造出完全的體驗，採用的方式是提供感官的，具感染力、創造性關聯的經驗，而作為一種生活形態行銷及社會性認同的活動。Schmitt (1999)並提出5大策略體驗模組：(1).感官(經由視、聽、觸、味與嗅覺體驗)；(2).情感(顧客內在的感情與感受)；(3).思考(顧客的想法為訴求)；(4).行動(身體的親自體驗)；(5).關聯(連接本身與他人或是文化相關性)，並結合體驗價值四大模組發展體驗行銷研究。 本篇論文以美國冰淇淋文化館BigTom為研究對象，根據第二章參考文獻的類型，再由第三章質化訪談及問卷量化的研究方式，探討策略體驗五大模組，體驗價值四大模組，與顧客滿意度及顧客忠誠度的相互關係，第四章 進一步研究資料分析及探討各構面間的影響程度。本研究第五章的研究結論歸類如下： 一. 策略體驗模組中關聯、情感及感官模組等構面可正向強化顧客滿意度。 二. 策略體驗模組中關聯、感官及情感模組等構面可正向強化顧客忠誠度。 三. 體驗價值模組中美感、投資報酬及卓越服務等價值可正向強化顧客滿意度。 四. 體驗價值模組中美感價值及投資報酬價值等構面可正向強化顧客忠誠度。 五. 顧客滿意度可正向強化顧客忠誠度。 六. 策略體驗模組五大構面可適當強化體驗價值四大構面。 關鍵字：策略體驗模組、投資報酬價值、顧客滿意度、顧客忠誠度。 / Accoding to the concept of experimental marketing proposed by Schmitt, the traditional marketing is emphasized on the price and fuction of the product; experimental marketing is more emphasizing to raise customer satisfaction and loyalty by touching customer’s sense, feeling, thinking, acting and relate to meet product selling purpose. This research motivation toke American ice cream store-Bigtom for example, according to chapter 2 for the reference model.chapter 3 using quantitive and qualitative approach to study the relationship of SEMs(Sense, Feel, Think, Act and Relate), experimental value(Service Excellence, Aesthetics, and Playfulness), customer satisfaction, and customer loyalty, and the influence between each phases in chapter 4. In chapter5, the results of this research are listed as below: 1. The relate﹐the feel and the sense three modules of SEMs can strengthen the customer satisfaction positively. 2. The relate, the sense and feel three modules of SEMs can strengthen the customer loyalty positively. 3. The pretty ﹐the experimental and the service excellence three value modules of experimental value can strengthen the customer satisfaction positively. 4. The pretty and the experimental two value modules of experimental value can strengthen the customer loyalty positively. 5. The customer satisfaction can strengthen the customer loyalty positively. 6. The SEMs can strengthen the customer loyalty positively. Key Words :SEMs Module﹐experimental value﹐customer satisfaction﹐customer loyalty﹒

面對競爭激烈的手機市場，消費趨勢已經從產品功能導向轉為消費體驗導向，體驗行銷(Schmitt，1999)改變了傳統只重視手機商品的性能與效益，轉而透過策略體驗模組(SEMs)與體驗媒介(ExPros)來提升產品附加價值。目前SonyEricsson索尼愛立信、NOKIA諾基亞、Samsung三星等手機巨頭都非常青睞體驗銷售方式，紛紛成立自家的品牌旗艦店並設立體驗平台，成為全新體驗式專賣店，此手法也成為各家品牌手機廠商傳達訊息給消費者最直接的模式。 本研究以SonyEricsson旗艦店為研究對象，研究方法採用便利抽樣方式進行調查，透過量化與質化探討體驗行銷的策略體驗模組SEMs、體驗價值、顧客滿意度與顧客忠誠度間的關係，並提出實務的體驗行銷建言。 研究結論如下： 一. 透過適當的策略體驗模組可以強化不同構面的體驗價值。 二. 體驗模組中的行動與關聯、思考與情感體驗可正向影響顧客滿意度。 三. 體驗模組的行動與關聯、思考及情感體驗可以正向影響顧客忠誠度。 四. 體驗價值中的投資報酬價值、卓越服務及趣味價值可以正向影響顧客滿意度。 五. 體驗價值中的投資報酬價值、卓越服務及趣味價值可以正向影響顧客忠誠度。 六. 顧客滿意度可以正向強化顧客忠誠度。 研究建議如下： 一. 旗艦店應為顧客形塑精準而創新的消費體驗。 二. 旗艦店應整合相關行銷資源，強化顧客感受到的經濟價值 三. 持續強化旗艦店的服務品質，積極提升優質和愉悅服務價值 四. 旗艦店應針對不同性別而有不同的產品行銷策略 關於索尼愛立信(Sony Ericsson) Sony Ericsson 創立於 2001年 10月，為 Sony Corporation 與Telefonaktiebolaget LM Ericsson 的合資企業，股權各佔一半。超過 7,500 個員工，致力於一系列產品、配件與應用程式的開發、設計、行銷、銷售、流通與服務。 有來自世界各地超過 40 個國家的員工，都受到各自所屬文化的激勵。從我們在瑞典、日本、中國、美國與英國的研發工作，到倫敦的全球管理，以至於世界各地的地區中心。 / With the fierece competition of mobile phone market, the trends of mobile consumbers had changed from product-oriented to experience-oriented Experiential Marketing (Schmitt, 1999) had transformed from traditional mobile phone product which merely emphasized on functionalities and effectiveness to add values on top of the product through the Strategic Experiential Modules SEMs and Experiential Providers ExPros. To present, Sony Ericsson, Nokia as well as Samsung mobile manufactures are very keen on experiential marketing by forming up their own flagship store and establishing a brand-new mobile phone experiential platform. This approach has become directly for branding mobile phone manufacturers to convey a marketing message to consumers. In this study, Sony Ericsson flagship store for the study, researchers used convenience sampling methods to investigate, through quantitative and qualitative strategies of experience marketing experience module SEMs, experience the value of the relationship between customer satisfaction and customer loyalty, and make practical experience of marketing suggestions. This case study is targeting at Sony Ericsson flagship store, analyzing the relations of Strategic Experiential Modules SEMs, Experiential Value, Customer Satisfaction and Customer Loyalty through qualitative and quantitative methodology, providing the practical marketing recommendations to the owner of flagship store. The result of this research shows : 1. Through appropriate SEMs can positively predict different aspect of experimental value. 2. SEMs -Act, Relate, Think and Feel can positively reinforce customer satisfaction. 3. SEMs -Act, Relate, Think and Feel can positively reinforce customer loyalty. 4. Experimental value CROI, service excellence and playfulness can positively reinforce customer satisfaction. 5. Experimental value CROI, service excellence and playfulness can positively reinforce customer loyalty. 6. Customer satisfaction can positively reinforce customer loyalty. Hereafter are the suggestions for Sony Ericsson Flagship Store to develop the marketing strategy onwards: 1. Flagship Store should provide accurate and innovative consumer experience to their customers. 2. Flagship Store should integrate relevant marketing resources to enhance experimental value CROI. 3. Continuing to strengthen the flagship store quality of service, and actively enhance the service excellence and playfulness. 4. Flagship store should have different gender-specific product marketing strategy About Sony Ericsson Sony Ericsson, a 50:50 joint venture of Sony Corporation and Telefonaktiebolaget LM Ericsson, was established in October 2001. Over 9,000 employees contribute to the development, design, marketing, sales, distribution and service of a full portfolio of products, accessories and applications. Hailing from over 40 countries and employed across the map, our people are inspired by the cultures that surround them. From our R&D operations in Sweden, Japan, China, the US and UK, to our global management in London to our regional centers around the world.

Museums contribute to the cultural landscape of a country. To attract visitors, museums should embrace new technology and constantly expand their offerings. This projects desired outcome was to develop a post-visit experience that would enhance visitor satisfaction, increase the likelihood of revisits, and encourage visitors to share their experiences with others. The design concept heavily relied on the principles of Experience Economy theory. In the proposed study, visitors at Tekniska museet in Stockholm got to, for 48 hours, farm a cell at home using an Augmented Reality (AR)-based smartphone application. The proposed application’s effectiveness was compared to that of visitors who did not utilize the application during the same 48-hour period. However, based on the study’s findings, there was no statistically significant improvement in overall satisfaction, short-term or long-term revisit intentions, or word-of-mouth intentions among the participants who engaged with the AR experience. Several factors could have contributed to this outcome, such as suboptimal user experience within the application, technical difficulties, and the limited duration of the testing period. Nevertheless, the results did indicate a positive attitude toward the general concept of "bringing the museum home." This suggests that museums should further explore the potential of such approaches, despite the specific implementation in this study not yielding the desired outcomes. / Museer bidrar till ett lands kulturella landskap. För att locka besökare bör museer omfamna ny teknik och ständigt expandera sitt utbud. Projektets mål var att utveckla en upplevelse som skulle förbättra besökarnas tillfredsställelse med besöket, öka sannolikheten för å terbesök och uppmuntra besökarna att dela sina upplevelser med andra. Designkonceptet byggde starkt på principerna i Upplevelseekonomi-teori. I studien fick besökare på Tekniska museet i Stockholm möjlighet att, efter sitt besök, under 48 timmar odla en cell hemma med hjälp av en AR-baserad smartphoneapplikation. Den föreslagna applikationens effektivitet jämfördes med besökare som inte använde applikationen under samma 48-timmarsperiod. Studiens resultat visade ingen statistiskt signifikant förbättring av total tillfredsställelse, kortsiktiga eller långsiktiga återbesöksavsikter eller avsikter att rekommendera upplevelsen till andra. Flera faktorer kan ha bidragit till detta resultat, såsom bristande användarupplevelser i applikationen, tekniska problem och den begränsade testperioden. Trots detta visade resultaten en positiv inställning till den generella idn om att "ta museet hem". Detta tyder på att museer bör fortsätta utforska potentialen med sådana tillvägagångssätt, trots att den specifika implementationen i denna studie inte gav ö nskade resultat.