The Study Of Branding Customer Experience And It's Implementation

After the human society had entered into the 21st century, one new economicform-experience economy appeared. The development of social economy, theprogress of science and technology, the market competition as well as the increasingof people's leisure time and income, has urged the experience economy's arrival. Thehuman society has experienced the agricultural, the industry and the service economy.Now, it is going to experience the fourth economic form-experience economy.In the experience economy, consumer's demand characteristic has had verysweeping change. They pursue the emotional demand satisfying, long for the productand the service unfolds their own individuality, and from takes to expend the result tobecome takes to expend the process. The consumers need the individuality and theemotion value. They long for one kind of brand can bring these values to them.Facing these changes, the enterprises must make their brands to represent the uniqueexperience value, and causes the customer to realize this kind of value. Therefore, inthe experience economy, the research of customer experience, brand essence as wellas how to establish a brand reflected the customer experiences value is extremelysignificant.This article summarized the results of the research about customer experienceand the brand essence. In this foundation, it has pointed out the change which thebrand essence occurs in experience economy. Through the research of customerexperience and the brand essence in experience economy, this article established animplementation framework of making a brand reflected the customer experiencesvalue. The article has be specifically divided into six parts: the introduction mainlyintroduced the article research background, the domestic and foreign researchtendency, the research goal and the significance, the research mentality, the articleinnovation and the insufficiency. The second chapter discussed customer experience,including the experience concept, the characteristic, the type, the forming process ofcustomer experience, and finally pointed out the experience essentially was one kindof modality of customer value. The third chapter presented the different viewpoint of brand essence cognition, including the product or the service idea, the trademark idea,the symbolism idea, the signal idea, the brand belongs to the consumer idea as well asthe brand is the customer cognition to the value and the relational idea. Finally, itpointed out that in the experience economy, the brand essence is the customercognition of experience value. The fourth chapter introduced the concept of brandingcustomer experience, the two ways and the important characteristic. The fifth chapterintroduced the implementation framework, including analyzing customer experienceworld, establishing experiences platform, designing experience clue and the contactface, unceasingly innovating and conforming customer experiences. The last chapterbriefly introduced the enterprise ability support which the implementation frameworkneeds, including experience marketing, innovation and human resources.Through the research, this article pointed out that in the experience economy, thebrand essence is the customer cognition of experience value. The brand only has thepromise of representing pointed experience value, and positively carries out this kindof promise, could obtain success. In order to achieve this goal, the enterprise mustimplement the branding customer experience.Simultaneously, this article pointed out that branding customer experience ismaking the brand to represent the experience value which customer needs, andtransmitting this kind of experience value to the customer, causing the customer tofeel this kind of value. It includes two essential aspects. The first is to clear about thebrand promise content, also is the value which the customer experiences musttransmit, must guarantee this kind of value is the customer needs and to compare withthe competitor has difference. Another aspect is the transmission of brand promisedexperience value. Mainly it is to design the factors which affect the experience value,to realize brand promise content.Based on customer experience characteristic and its forming process, this articleproposed the branding customer experience implementation framework. Firstanalyzing the customer experience world, and understanding their experiencesdemand, in this foundation designing the brand promise, choosing the experiencevalue that will be provided. Then, transmit brand promised value, this need to design the experience clue and the contact face, and must devote to unceasingly innovates.Finally this article had also pointed out the main support strength guaranteed theimplementation framework be Successfully conducted.These research results have the extremely important instruction function to theenterprise, can help the enterprise correctly understanding the brand under theexperience economy environment, and can instruct the enterprise to implementbranding customer experience.