摘要：在体验占据主导地位的前提下，顾客体验在品牌塑造中的作用越来越受到重视和关注。品牌的生存和发展面临着更多的考验，品牌的差异化和品牌的情感诉求将成为竞争的焦点，品牌塑造将成为企业保持优良发展的重要手段。

首先，本文采用理论研究和案例分析相结合的方法，通过搜集分析文献资料，对国内外的学者研究结果进行总结，为提炼出品牌塑造的相关观点提供依据。其次，在对顾客体验的内涵和特征进行分析的前提下，提出了品牌塑造的三个关键点，分别是：品牌形象、品牌个性和品牌定位。最后，选择了知名咖啡连锁品牌“星巴克”进行顾客体验下的品牌塑造分析，通过分析星巴克的企业品牌塑造模式，分析基于顾客体验的品牌塑造的可行性。

关键词：顾客体验；品牌塑造；消费

Research on Brand Building Based on Customer Experience

Abstract：In the experience under the premise of dominance, customer experience in the role of branding more and more attention and attention. Brand survival and development is facing more challenges, brand differentiation and brand emotional appeal will become the focus of competition, branding will become an important means to maintain good development of enterprises.

First of all, this paper uses the combination of theoretical research and case analysis to summarize the results of scholars at home and abroad by collecting and analyzing the literature and provide the basis for refining the relevant view of branding. Secondly, under the premise of analyzing the connotation and characteristics of customer experience, three key points of branding are put forward: brand image, brand personality and brand positioning. Finally, the selection of well-known coffee chain brand "Starbucks" for customer experience under the branding analysis, through the analysis of Starbucks corporate branding  model, based on customer experience branding feasibility.

Keywords: customer experience;branding;consumption

目录

1绪论 1

1.1研究背景 1

1.2研究目的 1

2顾客体验的内涵及特征 2

2.1顾客体验的内涵 2

2.2顾客体验的特征 4

2.2.1顾客体验注重需求 4

2.2.2能够提升产品附加值 4

2.2.3提供消费的情景 5

2.2.4注重理性和感性体验 5

2.2.5丰富体验途径 5

3关于品牌塑造 6

3.1品牌塑造的内涵 6

3.2品牌塑造的三大关键点 7

3.2.1品牌形象 7

3.2.2品牌个性 7

3.2.2品牌定位 8

4基于顾客体验塑造品牌的必要性 8

4.1品牌塑造的核心——顾客体验 9

4.2顾客体验带来品牌价值的提升 10

4.3顾客体验为品牌培养忠实客户 10

5案例分析-------星巴克 11

5.1星巴克的顾客体验 11

5.1.1情感体验 12