數位轉型時代下實體精品店於奢侈品零售中的戰略定位 : 品牌價值與消費者體驗的維繫之道

Abstract

隨著奢侈品牌加速數位轉型，實體精品店仍然是關鍵的沉浸式接觸點，能夠維繫品牌價值並傳遞具情感共鳴的消費體驗。儘管線上平台擴大了觸及範圍與便利性，但往往無法重現奢侈品所獨有的感官豐富性、文化相關性與個人化互動。本論文旨在探討領先奢侈品牌如何策略性運用精品店空間，以強化品牌識別、在地化全球敘事，並與台灣市場的客戶共同創造價值。本研究採用質性個案研究方法，結合現地觀察與半結構式訪談，訪問奢侈品牌從業人員與客戶，深入分析精品店如何創造象徵性與體驗性價值。理論基礎包括服務主導邏輯（Service-Dominant Logic）、品牌資產理論（Brand Equity Theory）與體驗經濟學（Experience Economy），研究結果揭示三個相互關聯的面向：空間敘事、個人化客戶經營，以及建立以精品店為中心的社群。研究發現指出，透過在地化設計、精心策劃的氛圍與店內儀式，品牌得以深化情感連結、強化品牌差異性並培養長期忠誠度。透過台灣成熟奢侈市場的案例，本研究補充奢侈品牌行銷文獻，重申實體精品店作為策略資產的轉型角色——連結數位擴展力與無可取代的人際互動與文化意義。

As luxury brands accelerate digital transformation, physical boutiques remain vital as immersive touchpoints that sustain brand equity and deliver emotionally resonant consumer experiences. While online platforms extend reach and convenience, they often fall short in replicating the sensory richness, cultural relevance, and personalized engagement that define true luxury. This thesis investigates how leading luxury brands strategically leverage boutique environments to reinforce brand identity, localize global narratives, and co-create value with clients in the Taiwan market. Using a qualitative case study approach, the research integrates field observations and semi-structured interviews with luxury professionals and clients to uncover how boutiques generate symbolic and experiential value. Grounded in Service-Dominant Logic, Brand Equity Theory, and the Experience Economy, the findings reveal three interlinked dimensions: spatial storytelling, personalized clienteling, and boutique-based community building. Insights highlight how localized design, curated atmospheres, and in-boutique rituals foster emotional connection, brand differentiation, and enduring loyalty. By situating these findings within Taiwan’s mature luxury landscape, this study contributes to luxury marketing literature by reaffirming the boutique’s role as an evolving strategic asset—bridging digital reach with the irreplaceable power of human interaction and cultural meaning.