摘 要
随着消费升级和市场竞争的加剧，高端品牌在顾客体验管理中的实践逐渐成为学术界与企业界关注的核心议题。本研究以顾客体验管理为切入点，探讨其在高端品牌中的应用机制及其对品牌价值提升的作用。研究旨在通过系统分析顾客体验的关键要素，揭示高端品牌如何借助体验管理策略增强顾客忠诚度与品牌黏性。基于深度访谈、问卷调查及案例分析相结合的研究方法，本研究选取了多个国际知名高端品牌作为样本，从顾客感知、情感连接及行为反馈三个维度展开实证研究。结果显示，高端品牌通过个性化服务、场景化设计以及情感共鸣等手段，能够显著提升顾客的整体体验质量，并进一步转化为品牌溢价能力与市场竞争力。本研究的创新点在于首次将情感价值纳入顾客体验管理框架，提出了“情感驱动型体验管理模型”，强调高端品牌应以顾客情感需求为核心构建差异化竞争优势。此外，研究还发现数字化技术的应用对优化顾客体验具有重要推动作用，特别是在虚拟现实、人工智能等新兴技术的支持下，高端品牌的体验管理正向智能化、定制化方向发展。总体而言，本研究不仅深化了对顾客体验管理理论的理解，也为高端品牌在实际运营中提供了具体可行的战略建议，对于推动品牌体验管理的理论发展与实践应用具有重要意义。
关键词：高端品牌；顾客体验管理；情感驱动型体验管理模型；品牌价值提升；数字化技术应用
Abstract
With the upgrading of consumption and the intensification of market competition, the practice of customer experience management in premium brands has gradually become a core issue of concern for both academia and industry. This study focuses on customer experience management as an entry point to explore its application mechanism in premium brands and its role in enhancing brand value. The aim is to systematically analyze the key elements of customer experience and reveal how premium brands can leverage experience management strategies to strengthen customer loyalty and brand stickiness. By employing a research methodology that combines in-depth interviews, questionnaire surveys, and case analyses, this study selects several internationally renowned premium brands as samples and conducts empirical research from three dimensions: customer perception, emotional connection, and behavioral feedback. The results indicate that premium brands can significantly improve overall customer experience quality through personalized services, scenario-based design, and emotional resonance, which further translates into brand premium capabilities and market competitiveness. The innovation of this study lies in its first inclusion of emotional value within the fr amework of customer experience management, proposing an "emotion-driven experience management model" that emphasizes the importance of addressing customer emotional needs to build differentiated competitive advantages. Additionally, the study finds that the application of digital technologies plays a crucial role in optimizing customer experiences, particularly with the support of emerging technologies such as virtual reality and artificial intelligence, which are driving premium brand experience management towards greater intelligence and customization. Overall, this study not only deepens the understanding of customer experience management theory but also provides specific and actionable strategic recommendations for premium brands in practical operations, holding significant implications for advancing both the theoretical development and practical application of brand experience management.
Keywords: High-End Brand; Customer Experience Management; Emotion-Driven Experience Management Model; Brand Value Enhancement; Digital Technology Application
目 录
1绪论 1
1.1顾客体验管理研究背景与意义 1
1.2高端品牌中的顾客体验管理现状分析 1
1.3研究方法与理论框架构建 2
2顾客体验管理的核心要素分析 2
2.1情感连接在高端品牌中的作用 2
2.2个性化服务对顾客体验的影响 3
2.3品牌文化与顾客体验的融合 3
2.4技术支持下的体验优化策略 4
3高端品牌中顾客体验管理的实施路径 5
3.1顾客旅程地图的设计与应用 5
3.2关键触点管理的实践探索 5
3.3数据驱动的体验改进机制 6
3.4员工赋能与顾客体验提升 6
4顾客体验管理的效果评估与优化策略 7
4.1顾客满意度的测量与分析 7
4.2忠诚度提升的体验管理策略 7
4.3高端品牌的差异化体验价值创造 8
4.4持续优化的动态调整机制 8
结论 9
参考文献 10
致 谢 11
