經由研究結果發現如下，1.研究中發現精品旗艦店之設計對消費而言似乎較無法完全反應品牌精神。2.研究中發現精品旗艦店的動線、商品陳列方式與氣氛似乎能影響消費者的購物情緒。3. 研究中發現精品旗艦店的奢華建築與氣氛似乎造成兩極化感受。4. 研究中發現精品旗艦店消費者較以「商品」做為最主要的消費經驗。5.研究中發現精品旗艦店的特殊差異性較能提升品牌旗艦店的價值。6. 研究中發現服務是精品旗艦店消費者所最在乎的消費經驗。7.研究中發現精品旗艦店的成立似乎無法有效提升消費者之品牌忠誠度。8.研究中發現精品旗艦店消費者對於品牌的相關概念較為籠統。 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.
