品牌形象与品牌体验的关系——以李宁公司为例-工商管理专业.docxVIP

PAGE PAGE 7 品牌体验与品牌形象关系研究--以李宁公司为例 目 录 2460_WPSOffice_Level1 一、绪论 1 （一） 研究意义 1 （二）研究综述 1 二、品牌体验和品牌形象 1 （一）品牌体验 1 1.品牌体验的定义 1 2.品牌体验的特点 2 3.体验营销与传统营销的区别 2 （二）品牌形象 3 三、问卷设计与数据收集 4 （一）问卷设计 4 （二）数据收集 4 四、品牌体验与品牌形象的关系 5 （一）品牌体验影响品牌形象 5 （二）品牌形象反作用于品牌体验 6 结论 6 参考文献 7 内 容 摘 要 随着经济全球化的到来，企业间的竞争日益激烈。这就需要品牌推陈出新，提升企业魅力，树立良好的品牌，提高自身竞争力和创造力形象。随着淘宝、京东等网络商店的产生，人们可以足不出户的购买自己想要的东西，没有什么问题是快递解救不了的。当然，这种情况自然是好的，它不仅方便了人们日常生活促进消费，而且还扩大了就业，一举多得。但是，网上购物也带来了一些不便捷，比如你想买一件衣服，想试一下大小、款式是不是适合你，可是网络商店只有尺码和模特图片，即使询问了客服还是无法直观的告诉你效果时，你可能就需要品牌体验来认识品牌形象。因此，本文从品牌体验、品牌形象以及品牌体验与品牌形象的关系三点出发，分析如何与顾客进行良性互动、如何提升产业形象，希望为企业带来启示。 关键词：品牌体验 品牌形象 Abstract With the advent of economic globalization, the competition among enterprises is increasingly fierce. This requires brand innovation, enhance the charm of the enterprise, establish a good brand, improve their competitiveness and creative image. With the emergence of online stores such as taobao and jingdong, people can buy what they want without leaving home. There is no problem that cannot be saved by express delivery. Of course, this situation is naturally good, it not only facilitates Peoples Daily life to promote consumption, but also expand employment, kill many birds with one stone. However, online shopping also brings some inconvenience, such as you want to buy a dress, want to try the size, style is suitable for you, but the online store only size and model pictures, even after asking customer service can not tell you the effect, you may need brand experience to understand the brand image. Therefore, starting from brand experience, brand image, and the relationship between brand experience and brand image, this paper analyzes how to conduct benign interaction with customers, how to improve the industrial image, and hopes to bring enlightenment to enterprises. Keywords：Brand experience Brand image 绪论 随着社会的发展，企业品牌日益成为企业竞争和发展的核心要素之一，从本质上来说，品牌代表了生产者对企业文化、企业类型、产品形象的定义。品牌的内容十分复杂，品牌的设计应该向消费者展现出企业的内涵、产品理念以及管理理念。