採用體驗行銷的概念在品牌旗艦店的設計

Adopting the Concepts of Experiential Marketing on Flagship Brand Store Design

楊博新(Po-Hsin Yang)

指導教授 ： 陳家祥

元智大學/管理學院/企業管理學系/碩士(2008年)

摘要

有越來越多的品牌利用設立品牌旗艦店來創造和提供消費者一個美好並且記憶深刻的消費體驗，品牌旗艦店是一個讓消費者體驗並且認識一個品牌的本質，建立一間品牌旗艦店必須要花費許多的成本，但並非每一間品牌旗艦店都能夠成功地提供完整的消費體驗給予消費者，在過去也少有研究來探討有關品牌旗艦店的設計元素。
本研究採用個案分析來歸納出品牌旗艦店設計的主要特色，而相關的資訊利用深度訪談與二手資料來獲得，最後本研究總結出共有19個品牌旗艦店的設計元素。為了去探討這19個元素是否為消費者所重視的設計元素，本研究設計出一個問卷，並且利用統計分析出一個品牌旗艦店的設計量表。

關鍵字

體驗行銷 ； 品牌旗艦店

並列摘要

There are more and more brands strive to create and provide wonderful and memorable shopping experiences for their consumers. Furthermore, establishing Flagship Brand Store is a way the brands adopted, and the essence of Flagship Brand Store is a space for consumers to experience and recognize the brand. Establishing a Flagship Brand Store must cost lots of expenses, and not all of brands succeeded to create complete experiences to consumers. However, there are few studies puts the focus on what are the key elements of Flagship Brand Store.
This Study adopted case analysis to conclude the characteristics of Flagship Brand Store, and the information collection includes depth interview and secondary data. This study indicated 19 important elements of Flagship Brand Store Design.
In order to examine these 19 elements, this study design a questionnaire and collects 258 samples. This study uses SPSS 12.0 and AMOS 5.0 to estimate the scale. The result indicates that the scale own superior goodness-of-fit.

並列關鍵字

Experiential Marketing ； Flagship Brand Store ； Scale Development

參考文獻

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