Experiential Module of Retail Business Case Study of “The CHANEL Experience”

• Main Authors: YU, PEI-WEN, 游佩文
• Other Authors: WEN, WEI-CHUN
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/9zy8zw

碩士 === 世新大學 === 傳播管理學研究所(含碩專班) === 107 === Chinese clients, regardless of their overseas or domestic consumption power, they have occupied “the must value potential clients” in luxury brands annual reports. Chinese clients’ behavior is leading the market trends of the world! Top ranking luxury brands are investing heavily innovative brand activities, and pub-licity channels in recent years, which extreme speed up China market fast growing on experience marketing strategy. China clients are serving and experiencing conscious-ness is becoming more mature and critical, so consumption patterns are shifting from buying products to buying services, from mass products to high-end goods. Clients are beginning to seek a more balanced lifestyle – health, family and experience are the main concerns. In short, for a fast-moving client goods company that is ser-vice-oriented, it will be more difficult to win the China market. However, once it wins, the economic return will be considerable. According to McKinsey's survey of Clients behavior in China (in 2016, a total of 10,000 18-65-year-old Clients from 44 cities in China) were found that even most Chinese Clients are willing to travel other countries, and being agile to emerging digi-tal trends such as mobile payments. However, the differences between urban agglom-erations are still different. For those clients who live in third to sixth-tier cities (654 cities), brands still have quite big investment space to get in touch with these potential clients. All in all, “how to create brand value” has become the major theme of luxury brands. This study is using Chanel brand principle and Omni-channel experience to dissemi-nate case studies to analyze the popular POP UP event in China. First of all, we will understand the culture of Chanel, how to let many employees implement the compa-ny's concept and consciously protect and make good use of the company's resources, verify the development of brand unique experience strategy, and then stabilize the el-ements of brand's sustained success in the China market.