| 塑造有价值的品牌体验 |
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| 引用本文： | 黄山,宗其俊,蓝海林.塑造有价值的品牌体验[J].科技与管理,2006,8(3):63-66. |
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| 作者姓名： | 黄山 宗其俊 蓝海林 |
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| 作者单位： | 华南理工大学,工商管理学院,广东,广州,510640 |
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| 基金项目： | 教育部跨世纪优秀人才培养计划 |
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| 摘 要： | 首先对消费需求的演化和各时期的品牌战略做了文献回顾,强调“文化资本”的创造对建立消费需求具有重要影响,指出获得有意义的体验已经成为最大的、未被满足的消费者需求。并对“体验”进行了定义,分析了影响体验的各个要素以及不同的体验类型,提出顾客与产品互动的体验模型,为设计者理解、塑造真正有意义的品牌体验提供了一个分析工具。
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| 关 键 词： | 体验 品牌体验 文化资本 顾客与产品互动 |
| 文章编号： | 1008-7133(2006)03-0063-04 |
| 修稿时间： | 2005年11月23 |
Creating the meaningful experiences of brands |
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| HUANG Shan,ZONG Qi-jun,LAN Hai-lin.Creating the meaningful experiences of brands[J].Science-Technology and Management,2006,8(3):63-66. |
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| Authors: | HUANG Shan ZONG Qi-jun LAN Hai-lin |
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| Abstract: | This paper reviews the evolution of consumer needs and different brand strategies from '80s to the new millennium.It emphasizes that the creation of "culture capital" has great importance on establishing consumer needs,and points out participating in meaningful experiences has represented the largest unmet need of people.Next,this paper defines "experience",and analyzes all kinds of "experience" and every factor which influences "experience",then comes up with an analytical framework for designers based on customer-product interaction in order to build the meaningful brand experiences with true value. |
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| Keywords: | experience brand experience culture capital customer-product interaction |
| 本文献已被 CNKI 维普 万方数据 等数据库收录！ |
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