The Brand Experience Research Of FAW-VW Based On The Customer Perceived Value

Now days, the word of "experience "have been in the sight of consumers from academic circles and business field.it is a sign of we have being entered into the era of experience economy. the theory of brand keeping pace of time and combining with the theory of experience marketing creating the a new concept——Brand Experience. At the same time, customer value theory has been the new focus of academic circles and business field and customer value have become the new source of competitive advantage. In this text we treat customer value as customer perceived value for its subjectivity. Brand and experience are two important factors which can drive and create customer perceived value. Meanwhile, one of the key functions of brand experience is create customer value. The intimate relationship of the two theories makes the study of brand experience from the perspective of customer impossible and necessary. This text combed the theory of customer perceived value and brand experience and led the concept of brand experience based on the customer value into automobile industry. Then studied the brand experience of FAW-VW, anticipating to provide some theoretical reference to the brand experience design and measurement method of automobile industry.This dissertation can be divided in to six parts:Chapter1is a introduction, which analyzed the background, theoretical and practical meaning, content, study method and frame of dissertation and introduce the research status at home and abroad. Chapter2summed up customer perceived value theory and brand experience theory and studies the relationship of the two aspects. Chapter3introduces the current situation and problems in FAW-VW’s brand experience. Chapter4made a survey of customers’evaluation of FAW-VW’s brand experience and measured the effect of its brand experience by the method of ASEB grid analysis Based on the problems in FAW-VW’s brand experience introduced in chapter3and the effect of brand experience measured in chapter4, chapter5come up with some advice refer to brand design and brand experience management. As the last part of dissertation, Chapter6summarized the main conclusion and defects in study.