碩士 / 淡江大學 / 大眾傳播學系碩士班 / 96 / The luxury goods market in Taiwan has been expanding as Taiwanese consumers’ concepts and usage is changing over time. It has performed relatively well despite incessant depression. The market potential is also reflected in that several famous foreign companies of luxury goods have set up flagship stores in Taiwan.
With in mind the successes in ‘experiential marketing’ achieved by Starbucks Coffee and Eslite Bookstores since 1990s, this research analyzes from customers’ perspectives the LV and GUCCI flagship stores as cases, to explore experiential marketing strategies and their effects. Research focus is placed on such consumers’ experiences as sensing, feeling, thinking, acting and relating, aiming to understand if these experiences promote customers’ impression of the brand images. This study employs ‘in-depth interview’ as the research method, and interviews of 21 customers and the PR managers of the above-mentioned flagship stores are conducted.
The result of study includes the following observations. First, customers do not find the interior designs of the flagship stores truly reflect the brands’ spirits. Second, the design for customers’ routes and goods display and atmospherics at the flagship stores seem to affect customers’ desires for consuming. Third,the luxurious atmospherics seem to bi-polarize customers’ feeling Fourth, ‘buying goods’ is the major consuming experience at stores. Fifth, differentiation of the flagship stores could promote a flagship store’s value. Sixth, ‘service’ is the consuming experience that customers care about the most. Seventh, setting up a flagship store does not enhance customer loyalty. Eighth, customers at the flagship stores generally have vague ideas about the brands stood for.
| Identifer | oai:union.ndltd.org:TW/096TKU05023003 |
| Date | January 2008 |
| Creators | Chin-Yao Chen, 陳靜瑤 |
| Contributors | 吳怡國 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 139 |
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