創意生活產業的體驗設計對品牌權益影響之探討──秧悦美地度假酒店個案

Effects of Experience Design on Brand Equity in the Creative Life Industry-A Case Study of Gaeavilla Resort

創意生活產業在臺灣推動已逾18年，產業定義著重產品、服務、活動、空間整合的商品形貌體驗。事業體如何規劃體驗活動，促使顧客形成正向的品牌權益，為創意生活產業品牌管理策略的課題。創意生活產業如何透過體驗設計，提供顧客體驗的價值，進而形成品牌權益，對產業實務有其重要性，而在學術理論方面，亦在探索階段。本研究期望透過個案之參與觀察、深度訪談，以質性內容分析體驗設計要素及其對品牌權益的影響，梳理出理念價值性、空間意境性、產品加值性、知識學習性、服務吸引性、活動方案生活性等6項體驗設計要素對品牌權益形成之影響，研究結果可供創意生活事業品牌行銷與體驗設計之運作，增進體驗設計與品牌權益關係的理論架構基礎。

Having been promoted in Taiwan for more than 18 years, the creative life industry emphasizes the integration of products, services, activities, and spaces to create customer experience. Planning experience design to promote positive brand equity in customers is a strategic issue for the brand management of enterprises in the creative life industry. Creating customer experience value and forming brand equity through experience design are of great operational importance to the creative life industry. The academic theory of experience design is still at a preliminary stage. This study conducted participant observation, in-depth interviews, and qualitative content analysis with the objective of exploring the elements of experience design and their correlation with brand equity. This study identified six experience design elements, namely value of philosophy, spatial imagery, value-added product, knowledge acquisition, service attractiveness, and program relatability, that affect the formation of brand equity. Research results may serve as references for brand marketing and experience design in the creative life enterprises and can enhance the theoretical framework of the relationship between experience design and brand equity.