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.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0096380063 |
| Creators | 李宥蓉, Lee, Yu Jung |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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