The Research Of Luxury Marketing Strategy Based Consumption Experience

The substance of the thesis is analyzing the current situation of experience marketing in luxury marketing, through using the theories of consumption experience and the case of the luxury brand in cars–Land Rover in Chinese Taipei.The thesis consists of 6 chapters. The main idea of the 1st chapter is introducing the study background, meaning, issues and study framework. In the chapter 2nd, the author reviewed the status in luxury marketing, especially in Chinese marketing; we also reviewed the research in consumption experience, including the meaning of experience and structure of experience.Based on the previous chapter 2nd, the chapter 3rd introduced the history and actuality of Land Rover .The author analyzed the marketing issues of Land Rover in Taiwan. Characters of Land Rover consumers were studied in chapter 4th .The characters included vital statistics, psychology. The author using questionnaire survey to research the behavior of these consumers.The chapter 5th is emphases in this paper. In this chapter, author study the process of the experience strategy in Land Rover Tai Wan marketing. The process included 6 steps, which are identifying the goal buyers, understanding goal buyers, offering experience from views of goal buyers, confirming experience contents, experience, evaluating and controlling experience.In the last chapter, the author summed the study up, introduced localization of the paper, and forecasted the research.