Lounge bar的空間符號對消費者之影響 : 一個體驗行銷的觀點

Abstract

Due to the formation of consumer society in Taiwan, we are entering a society that is characterized by the consumption of semiotics and spaces. The only way we can confront the competition of global economy is to master the concept of ” experiential marketing” which will enable us to provide consumers with a joyous, surprising and unforgettable journey to consumption. As the practice of experiential marketing gradually gaining ground, Lounge bar integrates elements of Eastern and Western cultures in its presentation of the commercial space. Lounge has long been considered closely related to the meaning of “Lifestyle” and Lounge bar culture has heavily played on those signs or symbols through the promotion of the fashion industry. Because the space is considered as a consumed symbol, this study tried to understand and analyze the symbolic meanings within that space as to what were experienced by the consumers and how they are presented to the consumers. Through in-depth interview and participant observation, this study attempted to use five strategy modules of experiential marketing by Schmitt to understand how Lounge bar’s symbols affected the consumer’s “sense”, “feel”, “think”, “act” and “relate” spheres. Four famous Lounge bars in Taipei were selected as the contexts for examination. The study found that the realization of so-called” Lounge life” was dependent upon a large collection of actual or symbolic commodities. These commodities were then flooded in every aspect of consumer’s home life including furniture, foods, clothing, music and leisure. Through the atmosphere created by these commodities, concepts of Lounge life was taken to shape our life and Lounge bar becomes a space filled with symbols. Through the presentation of Lounge bar’s elements and style, consumer’s senses were constantly stimulated, comforted and inspired which finally led them to replicate the experience in their actual livings. Furthermore, consumers tended to identify themselves with Lounge bar culture and their involvement then became an essential part of the Lounge landscape. Through the connection with Lounge bar culture, their personal tastes, self-esteem, and social status were vainly demonstrated.