graduation thesis: research on brand building based on customer experience

abstract

when the market competition is becoming increasingly fierce and consumers are becoming more and more picky, brand is an important means to realize differentiated competitive advantage. The brand-building ability of an enterprise has become one of the signs of whether an enterprise is mature or not. New concepts such as experience economy, experience marketing and customer experience are put forward. It explains a new method for brand building.

based on the integration of literature, this paper establishes a systematic framework of experience economy and experience marketing, and clarifies the role of customer experience in the process of brand building. It is pointed out that brands should pay more attention to the interactive relationship with consumers, and pay attention to factors such as customers' senses, emotions and memories. Therefore, brand experience will become an important factor for consumers to choose, identify and identify brands. Brands that can bring unique experiences to customers will gain competitive advantages, which will bring reference to the development of China brands.

this paper is divided into three parts. Firstly, it is a summary of brand building, reviewing the existing brand building theories, and combining the present situation and problems of China brand, it puts forward a new brand building idea: experiential marketing. The second chapter studies the related theories of customer experience and experiential marketing. The third chapter discusses how to build a brand based on customer experience.

Keywords: customer experience; Brand building; Experience marketing

abstract

an incremental competitive market, consumers are becoming increasingly choosy about the brand is an important means of differentiation competitive advantage. Corporate branding ability has become an enterprise is a sign of maturity. Hugh experience economy, experiential marketing, customer experience and new concepts have been proposed; indicate a new approach to branding.

By the integration of literature, the establishment of an experience economy, experiential marketing framework and a clear customer experience in the branding process. Specified brands should pay more attention to the interactio n between consumers, focusing on the customers senses, feelings, memories, and other factors. Hugh and thus brand experience will become a very important factor of consumer choice, identification and recognition of the brands unique experience of the brand will gain a competitive advantage for customers. As a reference for the de velopment of Chinese brands.

This article is divided into three parts. The first is an overview of branding, review of existing branding theory, combined with the status and problems of the Chinese brand new idea: experiential marketing branding. Chapter II of the customer experience and experi ential marketing theory. The third chapter discusses how to shape the brand based on customer experience.

Key words: Customer experience; branding; Experimental marketing

contents

1 Introduction …………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………… .................................................................................................................................................................................. ………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………… The combination of China brand

5.1 theory and China brand ...................................................... 11

5.2 .................................. ..................................................................................... 15

Main references .................................... 16

. Market competition is becoming increasingly fierce, while consumers are becoming more and more picky. In the post-modern consumption era, the attraction of goods to consumers is gradually decreasing, and the added value brought by services is gradually indistinguishable to consumers. New concepts such as experience economy, experience marketing and customer experience have been put forward and attracted the attention of theoretical and business circles.

Undoubtedly, brand is an important intangible asset of an enterprise and an important means to realize differentiated competitive advantage. With the change of consumer demand, the connotation of brand has undergone profound changes. Brand is no longer just a name, term, mark, symbol or their combination, but pays more attention to the interactive relationship between brand and consumers, and pays attention to factors such as customers' senses and emotions. The competition between brands is no longer limited to the competition between products or service functions represented by brands. Brand experience will become an important factor for consumers to choose, identify and identify brands, and brands that can bring unique experiences to customers will gain competitive advantages.

In the era of brand competition, consumers are exposed to more and more information, and brand competition is becoming more and more fierce. Grasping consumers' eyes, emotions and feelings has become an important content of brand building and brand management. So how to make the brand attract consumers and promote consumers' purchase and consumption, so as to successfully shape the brand? Brand building based on customer experience will be a development direction.

2. Overview of branding and experience

21.1 brand and branding

2.1.1 Brand and its composition

The word "brand" comes from the old Norwegian word "brandr", which means "branding". Scandinavians branded their cattle to show the difference. Philip, a famous marketing scientist? 6? Kotler defined a brand as a name, a term, a mark, a symbol or a pattern, or their mutual combination, which is used to identify the products or services provided by an enterprise to a certain consumer or a group of consumers and distinguish them from those of competitors. Allen from brand consultancy? 6? Adamsen believes that a brand is something that exists in consumers' minds, and it is a promise of products or services that are closely connected with consumers. Whether it is words, images or emotions, or a combination of the three, a brand is a spiritual connection.

It is generally believed that a brand is actually a kind of cognition and recognition that an enterprise or its products get in the minds of consumers. Enterprises must form a complete system in order to build a brand and establish contact with consumers. Through tangible and intangible information transmission, we can create an association and form an image in consumers' minds, so as to help them make choices about products and make them recognize and affirm the products of enterprises.

Brand includes product benefits, brand image and consumers' experiences and feelings. The benefits of products are the foundation and foundation of brand building, and brand image building is the means. Improving consumers' experience and feelings and eventually forming brand culture are the purpose and core of brand building.

with the improvement of social productivity and technical level, products are extremely rich, and the market has changed from seller's market to buyer's market. The homogenization of products is becoming more and more serious, and there is not much difference between products. It is very difficult to create differentiation from products to build brands. In order to win consumers better, it has become increasingly popular and effective to build a brand experience marketing method by creating a feeling worthy of experience and aftertaste for consumers.

2.1.2 brand development status ...

new secretarial network.