| ACKNOWLEDGEMENTS | 第4-5页 |
| ABSTRACT | 第5-6页 |
| 摘要 | 第7-17页 |
| Chapter One Introduction | 第17-22页 |
| 1.1 Research Background | 第17-18页 |
| 1.1.1 Advent of Experience Economy | 第17页 |
| 1.1.2 Experience Marketing Being Insistent Request for the Development of Makerspace | 第17-18页 |
| 1.2 Research Significance | 第18-20页 |
| 1.2.1 Theoretical Significance | 第18-19页 |
| 1.2.2 Practical Significance | 第19-20页 |
| 1.3 Research Methodology and Framework | 第20-22页 |
| 1.3.1 Research Methodology | 第20页 |
| 1.3.2 Research Framework | 第20-22页 |
| Chapter Two Literature Review | 第22-32页 |
| 2.1 Literature Review of Experience Marketing | 第22-23页 |
| 2.2 Literature Review of Makerspace’s Experience Marketing | 第23-32页 |
| 2.2.1 Definition of Experience Marketing | 第23-26页 |
| 2.2.2 Theoretical Basis of Experience Marketing | 第26-29页 |
| 2.2.3 Definition of Makerspace | 第29-32页 |
| Chapter Three Marketing Situations and Problems Analysis of “H” | 第32-37页 |
| 3.1 Introduction to Brand H Makerspace | 第32页 |
| 3.2 Current Situation of Experience Marketing | 第32-34页 |
| 3.2.1 Product Design | 第32页 |
| 3.2.2 Experience of Supreme Service | 第32-33页 |
| 3.2.3 Brand-based Experience-Brand Promotion Activities | 第33-34页 |
| 3.2.4 Scene-based Experience | 第34页 |
| 3.3 Deficiencies of Experience Marketing of Brand H’s Makerspace | 第34-37页 |
| 3.3.1 Unclear Understanding of Experience Marketing | 第34-35页 |
| 3.3.2 Incomprehensive Operations of Experience Marketing | 第35页 |
| 3.3.3 Confusion about Event Marketing and Experience Marketing | 第35-36页 |
| 3.3.4 Implicit Positioning and Analysis of Target Customers | 第36-37页 |
| Chapter Four Analysis on Experience Marketing Strategies of Brand H Makerspace | 第37-66页 |
| 4.1 Feasibility Analysis on Brand H Makerspace Launching Experience Marketing | 第37-41页 |
| 4.1.1 Brand Competition up to Experience Competition at Current Stage .. | 第37-38页 |
| 4.1.2 Customers Targeted by Innovative Makerspace Stepping into the Stage of Experience Consumption | 第38页 |
| 4.1.3 High Consistence between Products Provided by Makerspace and Brand Experience | 第38-39页 |
| 4.1.4 Consumption Demands of Customers Stepping into the Stage of Experience | 第39-41页 |
| 4.2 Analysis on Choosing Target Market and Making Market Positioning of Brand H Makerspace | 第41-48页 |
| 4.2.1 Market Segmentation | 第42-45页 |
| 4.2.2 Selection of Target Market | 第45-46页 |
| 4.2.3 Market Positioning | 第46-48页 |
| 4.3 Analysis on Target Costumers’ Demands | 第48-54页 |
| 4.3.1 Analysis from the Perspective of Interest Appeals of Target Customer Group | 第48-51页 |
| 4.3.2 Analysis from the Perspective of Emotional Demands and Psychological Feelings | 第51-54页 |
| 4.3.3 Analysis on Customers’ Characteristics | 第54页 |
| 4.4 Analysis on Market Survey | 第54-62页 |
| 4.4.1 Research Design | 第54-56页 |
| 4.4.2 Data Analysis | 第56-62页 |
| 4.5 Case Analysis of Makerspace | 第62-66页 |
| 4.5.1 Case One: 5F Chuangka | 第62-64页 |
| 4.5.2 Case Two: Beijing Makerspace | 第64-66页 |
| Chapter Five Strategy Design for Brand H Makerspace Implementing Experience Marketing | 第66-76页 |
| 5.1 Model-Building and Analysis of Brand H’s Experience Marketing | 第66-68页 |
| 5.2 Strategy Design of Experience Marketing That Brand H Implemented | 第68-76页 |
| 5.2.1 Strategy Design of Experience Marketing Implemented at Pre-experience Stage of Customers | 第68-73页 |
| 5.2.2 Strategy Design of Experience Marketing Implemented at In-experience Stage of Customers | 第73-75页 |
| 5.2.3 Strategy Design of Experience Marketing Implemented at Post-experience Stage of Customers | 第75-76页 |
| Chapter Six Implementation of Experience Marketing Strategies | 第76-99页 |
| 6.1 Pre-experience-Product Design | 第76-81页 |
| 6.1.1 Improving Spatial Visual Experience to Highlight Sharing and Collaboration | 第76-78页 |
| 6.1.2 Improving Visual Experience with Creative Lights to Express Enthusiasm and Vitality | 第78-80页 |
| 6.1.3 Improving Olfactory Experience to Form Smell Memory | 第80-81页 |
| 6.2 In-experience-Interactive Experience and Specialized Services | 第81-89页 |
| 6.2.1 Measure for Interactive Experience: Distinctive Theme Activities | 第81-83页 |
| 6.2.2 Measure for Interaction Experience: Caring via We-Chat | 第83-85页 |
| 6.2.3 Measure for Interaction Experience: Establishment and Experience of Tutorial Mechanism | 第85-89页 |
| 6.3 After-experience: Brand-new Communication Method by Combining Online and Offline Experience | 第89-90页 |
| 6.3.1 Spread of Online Experience | 第89页 |
| 6.3.2 Spread of Offline Experience-Word-of-mouth Communication | 第89-90页 |
| 6.4 Performance Appraisal of Implementing Experience Marketing Strategies | 第90-99页 |
| 6.4.1 Design of Questionnaire | 第91页 |
| 6.4.2 Data Analysis | 第91-99页 |
| Chapter Seven Conclusion | 第99-100页 |
| REFERENCE | 第100-102页 |
| APPENDIX | 第102-107页 |
