中南财经政法大学.doc

中南财经政法大学自学考试本科毕业生论文 （初 稿） 论文题目： 基于顾客体验的品牌塑造研究 考生姓名： 徐云鹏 专 业： 工商企业管理 准考证号： 010511400274 通讯地址： 荆门市白云大道46号 电子邮箱： 944672838@ 邮政编码： 448000 联系电话： 日 期： 2012 年 06 月 15 日 中南财经政法大学自考办制 基于顾客体验的品牌塑造研究 Shaping the research based on the customer experience of the brand 2012年 月日为品牌塑造指明一个新的。本文由文献的整合，建立一个体验经济、体验营销的系统框架，明确顾本文分为部分。首先是品牌塑造的综述，回顾现有的品牌塑造理论，结体验营销。第二章；Abstract An increasingly 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 interaction 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 development 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 experiential marketing theory. The third chapter discusses how to shape the brand based on customer experience. Key words: Customer experience; branding; experiential marketing 目录 1 2品牌塑造及体验综述………