Analysis Of The Brand Image-building Path Of Eslite Bookstore On The Experiential View

Facing the impact of globalization and the knowledge revolution,the traditional publishing business model is under pressure to be changed.Particularly since 2014,the digital publishing has been suppressing the traditional publishing omni-directionally,therefore Taiwan's publishing industry has been trapped and declines sharply.On the contrary,through a series of brand-shaping methods,Eslite Bookstore achieved three increases in annual turnover,number of annual visitors,and number of branch stores,which formed a development pattern of opposite trend expansion.Based on the theory of brand image,customer experience theory and integrated marketing communication,the path of Eslite Bookstore's brand image-building is analyzed on multiple levels from the product image,corporate image,brand personality,brand symbol,customer experience and integrated marketing communications tools,so that we can put forward some suggestions about the brand construction of entity bookstore.Experience is the core of brand image-building of Eslite Bookstore.In terms of product features and image,Eslite Bookstore adopts strategies of diversified compound management providing consumers with bookstore,coffee shop,stationery and other products and services,to help consumers achieve three-dimensional experience;In terms of corporate image positioning,Eslite Bookstore pays attention to humanistic care and adopt creative and humanized management to organize and conduct the organizational culture construction;And its unique style of brand symbol design and art,the rigorous brand personality shaping,make consumers get the unique cultural experience in the process of acquisition;At the same time,Eslite Bookstore carries out the event marketing,cause-related marketing and cross-border marketing to improve customer experience of sensory experience,emotional experience,action and related experience and thinking experience,thus in the consumers' mind setting up the brand image as humanities,arts,and the creation.Therefore,in the face of the transformation,this paper argues for the entity bookstore today to refine the unique brand concept and promote brand image from multiple dimensions to improving customer experience,centering on the customer experience.What's more,effective integrated marketing communication tools should be used to ensure the systematicness,consistency and continuity of brand image-building in the consumers' mind thus enhancing the brand's intrinsic value and core competitiveness.