英文摘要 |
In recent years, environmental factors have led to the closure of traditional stores, and brands have begun to establish concept stores, in addition to focusing on space design, store decoration, product decoration, etc. Breaking the traditional marketing method is no longer to focus on the product itself, but to use immersive atmosphere to bring consumers more different sensory stimulation. Many industry players are moving away from traditional business models to embark on digital transformation, and how to enhance brand value and connect consumers with brand stories is one of the considerations, therefore, the establishment of brand image has become an important issue. This study using Analytic Hierarchy Process (AHP) to design a questionnaire on the image model of concept store experience marketing for brand image building, find out the weight of key factors through the expectations after comparing the two, Then, through (IPA) to discuss the difficulty of implementation and its importance, and use SWOT cross-analysis method to analyze the internal and external influence factors, so that according to the characteristics of the service quality of the concept store, a set of brand concept store experience marketing process can be established, and finally the best marketing strategy and suggestions for the brand concept store are provided according to the research results. |