奢華的體驗 ─ 精品旗艦店之體驗行銷研究

淡江大學機構典藏 > 文學院 > 大眾傳播學系暨研究所 > 學位論文 > Item 987654321/34484

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題名:	奢華的體驗 ─ 精品旗艦店之體驗行銷研究
其他題名:	The experience of luxury - a study of experiential marketing of luxury-good's flagship stores
作者:	陳靜瑤;Chen, Chin-yao
貢獻者:	淡江大學大眾傳播學系碩士班吳怡國;Wu, Yi-kuo
關鍵詞:	精品;旗艦店;體驗行銷;Luxury Goods;Flagship;experiential marketing
日期:	2008
上傳時間:	2010-01-11 05:18:41 (UTC+8)
摘要:	精品消費市場隨著國人對於奢侈品的觀念與使用習慣的改變而日趨擴大，在社會一片不景氣中，仍有著相當不錯的銷售成績。加上各大精品品牌的旗艦店也在台灣紛紛增設銷售據點，顯示台灣的精品消費市場有著不錯的潛力。 90年代以來，體驗行銷（experiential marketing）風行，星巴客咖啡與誠品書店皆將之運行的非常成功。本研究即從消費者角度出發，探討精品旗艦店運行的體驗行銷策略的成效為何。研究樣本根據《BRAND名牌誌》雜誌第三屆BRAND台灣年度大調查選取為LV與GUCCI兩大精品品牌，研究問題包括消費者對於LV及GUCCI兩大精品品牌的旗艦店消費體驗為何，包括感官體驗、情感體驗、思考體驗、行動體驗和關聯體驗，並試圖從體驗中去瞭解精品旗艦店之體驗是否能提升消費者心中對於該精品品牌之品牌整體形象。本研究使用深度訪談法一共訪談21位消費者，並採訪LV與GUCCI的公關發言者以期得到更完整的研究結果。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.
顯示於類別:	[大眾傳播學系暨研究所] 學位論文

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