【摘要】 首先对消费需求的演化和各时期的品牌战略做了文献回顾,强调“文化资本”的创造对建立消费需求具有重要影响,指出获得有意义的体验已经成为最大的、未被满足的消费者需求。并对“体验”进行了定义,分析了影响体验的各个要素以及不同的体验类型,提出顾客与产品互动的体验模型,为设计者理解、塑造真正有意义的品牌体验提供了一个分析工具。更多还原

【Abstract】 This paper reviews the evolution of consumer needs and different brand strategies from ’80s to the new millennium.It emphasizes that the creation of "culture capital" has great importance on establishing consumer needs,and points out participating in meaningful experiences has represented the largest unmet need of people.Next,this paper defines "experience",and analyzes all kinds of "experience" and every factor which influences "experience",then comes up with an analytical framework for designers based on customer-product interaction in order to build the meaningful brand experiences with true value.更多还原