A Design Analysis Of "Brand Shaping" Based On"Experience Marketing"

Under this paper based on experience marketing brand shaping design andanalysis as the main line, focusing on experience marketing in the sensory experiencemarketing ","emotional experience" marketing, experience marketing "thinking" and"experience marketing","related experience marketing" five oriented to the design ofthe brand shaping, with "library" smell perfume brand brand shaping design as themain research object, analyzing the experience marketing strategy in the brandshaping the use of, its under the experience marketing brand shaping design. Basedon experience marketing brand shaping design how to better shape design services forthe brand as the breakthrough point, from the current general problems existing in thegeneral brand of shape design, put forward "to shape the brand image through theexperience marketing" concept and "brand experience" and "the experience brand"marketing advice.Research with "to shape the brand image through the experience marketing"concept to guide the brand shaping design, including its brand awareness and productproperties of the cognitive function of cognitive, characteristics of cognitive, etc; Andthrough the analysis of the experience marketing architecture research, establish asensory science and human science, human emotions and human thought and action,and associated on the basis of experience marketing under the brand shaping designtrain of thought, to guide the enterprise brand is more scientific and reasonable. Agood example for the library "smell" brand under the experience marketing brandshaping design is analyzed, and for other brand shape innovation put forwardconstructive Suggestions.Paper uses experience marketing theory to analyze the "sense","emotion","thinking" and "action" and "link" experience marketing to brand shaping strategyand design practice, reflects the sensory experience marketing integration such asvisual, hearing, touch, smell and taste sensation, and emotional experience marketingcatch the most easily perceived part of the brand, assembled brand characteristics,brand culture creativity, purchase of environmental elements such as excitation,induce, attract consumers to think, act, and associated of brand, deepen the consumer memory of products and brands, so as to enhance the market share.This article is divided into six chapters, the first chapter first discusses theresearch background and motivation, the purpose of the study and problems, and thenput forward the subject of research methods and steps, as well as the research scope;The next three chapters on the concept of experience marketing and brand shaping, tobetter prepare case analysis of "library" smell; The fourth chapter analysis howlibrary "smell" brand through experience marketing brand image; The fifth chaptertried to use new media to carry on the experience marketing under the brand shaping;Chapter vi design case; Section7come to the conclusion.