Empirical Research On The Indentification Management Of Customer Experience

In nowaday society, a deep reform is taking place. Social economy type is going from commodity economy, service economy to experience economy age. Following the experience economy, the demand structure of consumers has been facing great changes. On the one hand, consumption level turns from function to experience; on the other hand, homogeneity trend of production and service has been impairing the feeling of consumers for personality and uniqueness little by little. In order to look after new benefit, businesses have to understand customers' demands again. It will be core issue paid attention to by theoretical and operational fields how they can supply customers with high values exceeding that contenders can supply. Undoubtedly, Customer Experience Management (CEM) can play the role.In Mobile communications industry, with the voice service meets people's basic needs, more and more abundant data service becomes afashion personality of life. The traditional marketing model become difficult to work, and some experiential marketing skills were introduced into marketing practices by mobile carriers. But the current applications got no obvious effects because they are relatively fragmented, and only in the early "Copy Stage". Based on the analysis of the consuming characteristics in telecommunication of the student population, this dissertation focus on the customer experience of mobile communications business management, and discusses the specific implementation measures for the customers experience management of mobile communications service. These provide the mobile carriers with definite ideas and methods in practicing the experiential marketing.The paper's customer's experience demands have been identified based on current theories, and hierarchical model of customer experience themes and relation between customer experience themes and customer satifaction and given, the establishment process of which is also affected by the consumers' life styles. Therefore, the adjustment of consumers' life forms will also be considered in this paper. In addition, an empirical research was discussed.