The Spatial Effect Of Consumption Experience On Brand Equity

Because of media promotion and audience fragmentation, the market environment has become more difficult to grasp in the digital time. At the same time, the publishing market has been dominated by the network bookstore,coming to the conclusion that the meaning has been seriously questioned. Under the background of nationwide reading, culture industry go in the good spring, entity bookstore 13% value-added tax shall be exempted, and more presents to the entity shop in space consumption experience value space.The full paper is divided into six parts, the firstly part of the study brief introduction and background, literature revive and research content and methods; the second part introduces the theory of space and experiential marketing, from flowing sense of space, consumer experience and co-create brand, described the relevant aspects of the research results in recent years; the third part of the brand equity theory, detailed described information mainly from the abroad brand equity research in recent years; the fourthly part of Eslite Bookstore introduction and analysis, focusing on description of space experience and consumer experience; the fifth part is the core section of the paper, link to Eslite space analysis of consumer experience and brand equity theory, has been divided into four factors included brand awareness, perceived quality, brand association, brand loyalty, which is the part of analysis materials mainly from in—depth interviews; the sixth part of the analysis space Eslite reference consumer experience, analysis Eslite space and experiential marketing tool for consumer senses, emotions, thinking, behavior group relations five dimensions, and explore brand equity construction of ways.The author believes that the bookstore services, one of the important ways is to create brand equity for consumers to consider ourselves, to grasp and meet their needs, space experience marketing consumer senses, emotions, thinking, behavior and group behavior against five dimensions of integrated marketing activities, breaking the all—round way of traditional advertising together constitute the mind stimulated, so that presence and personal experience of physical space consumption has become an important factor in attracting people to consume, to seize the emotional needs of consumers. Eslite as symbolic and empirical brand, in shaping the brand image, more with additional attributes and the high quality of abstract perception to appeal, laying emphasis on the functional side no longer, but the way of life and brand culture in a more prominent position.Make a read perfect space, awakening people's yearning for an ideal life, supplemented by the pluralistic cultural activities, gallery, niche film, new bookmarks, can integrate eslite unique flavor.Will have one integrated mass culture and commercial fusion eslite, consumption experience through free space continuous precipitation brand assets.In spite of this, it has some people criticized, "expensive", "space", the tendency of nobility and commercialization. But who care?With 24 hours free stunt already attracted countless tourists not only, more make eslite became a living, Taiwan's cultural card turned into Taipei people's way of life.Unique brand personality, pioneer brand temperament, the pursuit of personality of consumers are more willing to pay for their own interest, the stage of experience may be one person, or a group of people, physical consumption is given the best answer.Space consumption experience more like a full range of scanner, give customers the fastest injection brand message. Aesthetic senses of irresistible brand, good word of mouth, due to experience emotional thinking on the perfection of multi-party integration quality, behavior advocated by way of life, community relations and passion, personality is not lonely, individuals in the group is very special. Integration is an art, from brand association to perceived quality, abstract representation is pretty good, word of mouth bring fame to let a person full of expectation and exploration, the consumer experience, directly in the audience that the most vulnerable sensitive nerve root, become a real fetishism.