本研究乃是將最近二年熱門之議題體驗行銷(experiential marketing)與品牌識別(brand identity)加以整合，並提出策略體驗模組架構，來檢視個案品牌傅子菁時裝之五大體驗模組，是否能有效傳達出正確之品牌識別。

主要研究目的為:一、了解本研究個案對品牌識別之界定與劃分;二、針對個案品牌所選用之溝通工具，個別透析其中的體驗模組，並進一步分析感性元素各分子之組合;三、體驗行銷與目標顧客的溝通過程中，是否能有效傳達出正確的品牌識別。

在研究方法設計上，乃利用非結構式的直接問卷來進行深度訪談法，以求發掘受訪者之動機與態度。

在根據研究結論中，歸納出下列四點命題:一、各品牌識別元素會借重於特定溝通工具來傅播;二、隨著溝通媒介的差異，會產生不同組合的體驗模組。命題三: 感官體驗模組乃為五大體驗行銷模組之基石;四、各行銷媒介必須要加以整合，傳播屬性一致的體驗訊息給消費者，進而建立起長期穩定的品牌顧客關係。

國內目前與體驗行銷之研究相當缺乏，但隨著體驗經濟在實務界巳迅速的漫延現象看來，未來期望能有更多的學者與研究者投入，來豐富體驗行銷之內容。另一方面，未來研究可由顧客體驗到之品牌形象來分析品牌策略，來彌補本研究品牌識別之缺口。

This thesis will discuss the two popular issues recently, which are brand identity and experiential marketing. In addition, raising a strategic experiential model to examine if the case brand FU could effectively convey their brand identity.

The purpose of this study were:
(1) Figure out the brand identity of case brand FU.
(2) Examining the five experiential modules within the all aspects of communication vehicles
(3) Whether Case brand could actively deliver brand identity in the communication process.

The research method of this research was held by in-depth interview with unstructured questionnaire to explore the incentives and attitudes of interviewees.

According to the research findings, four propositions were shown:
(1) Each brand identity element would convey through specific communication
vehicles.
(2) Experiential module mixes will be different in the following of all varied of conveyance medias.
(3) Sense experiential module is the corner stone of the five experiential marketing modules.
(4) To build firmly long-term brand-customer relationship, all the marketing medias should be integrated to convey the consistent message to the consumers.

Future research should examine further the role of experiential marketing. In addition, the approach way from the brand image, on the counter part of the brand identity, should be continued in future studies.

第一章 緒論 5
第一節 研究動機 5
第二節 研究目的 6
第二章 文獻回顧 7
第一節 品牌識別 7
一、品牌識別定義 7
二、品牌識別之構面 8
第二節 體驗行銷 16
一、體驗行銷之內涵 16
二、體驗模組 17
第三節 體驗媒介 28
第三章 研究設計 30
第一節 研究方法 30
第二節 研究對象 30
第三節 研究流程 32
第四節 研究架構 33
第五節 研究限制 34
第三章 個案背景陳述 35
第一節 公司與設計師 35
一、公司簡介: 35
二、設計師傅子菁之簡述: 35
第二節 個案情境描述 36
一、大安名店精品店之模擬體驗: 36
二、國立歷史博物館之巡禮 38
三、服飾發表會-動態展 41
四、銷售員 42
五、產品美學 43
六、品牌代言人 44
七、名稱、商標 44
第五章 個案分析 46
第一節 傅子菁之品牌識別四大構面 47
一、產品構面 47
二、產品之組織構面 48
三、產品之人性化構面 48
四、品牌之符號構面 50
第二節 分析品牌之體驗策略 50
一、精品店之體驗分析 51
二、事件行銷 54
三、人員接觸 57
四、產品美學 58
五、識別符號 60
六、溝通媒體 61
第六章 結論與建議 62
第一節 研究結論 62
第二節 對實務界之建議 64
第三節 對個案公司的建議 65
一、對於品牌識別規劃方面: 65
二、在體驗媒介之運用方面 67
第四節 研究貢獻 67
第五節 對未來研究的建議 68
參考文獻 69
附錄:問卷 74


圖表目錄
表2-1: 品牌個性量表 13
表2-2: 品牌-消費者關係模型式 14
表2-3: 愉悅、挑逗、和主宰的情緒組合。 19
表2-4 實體環境之要素 25
表2-5 體驗行銷之媒介 29
表3-1 個案公司訪談者 31
表4-1 服飾動動態展之文宣 38
表5-1 所欲傳達的傅子菁服飾的品牌個性 51
表6-1 傅子菁品牌識別與體驗模組之關係表 64

圖2-1 品牌識別之四大構面 8
圖2-2 體驗行銷模組 17
圖2-4 劇場理論的組成元素 23
圖3-1 本研究之流程架構 32
圖3-2 研究架構 33
圖4-1 傅子菁之名片 46
圖5-1 體驗識別策略模型 48

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