自改革开放以来，经济全球化不断深入，国民经济收入也在不断提高。家电作为 反映居民购买力最直接的耐用消费品，在市场中所占比例逐渐增长，而消费者在家电 选择的考虑上也从传统的效用、性价比逐渐转向品牌效应、客户体验方面。对于进入 中国市场相对不久的奢侈家电品牌来说，客户体验已经日益成为提高竞争力的一个重 要方面，客户体验优化的策略对于此类公司未来的发展具有重要意义。 本论文以瑞士奢侈家电品牌V公司为例，运用PEST外部宏观环境分析模型和波 特五力模型分别识别V公司内外部经营风险及做了行业环境分析, 得出客户体验在 目前行业竞争中占优势的结论。通过CEM客户体验框架理论系统性地分析了V公司 的客户体验现状，剖析V公司目前在客户体验方面存在的问题，从各维度给予改进 方向与方案，如：全面理解客户的体验世界，升级客户体验平台，对品牌体验升级， 构建更优化的客户接触面，对客户体验进行持续创新，最终探索构建V公司优化的 客户体验策略，并提供了相关实施计划。 客户体验策略的优化有助于减少客户流失的风险，提高企业竞争力，促进进口家 电行业健康、稳步发展。并可以为行业内避免恶意竞争，建立新指标提供实践参考， 同时检验CEM客户体验框架理论的实用性。 关键词：CEM；进口奢侈家电品牌；客户体验 III Abstract Since the reform and opening up, the national economic income has been constantly increasing. As the most direct consumer durable goods reflecting the purchasing power of residents, home appliances account for a growing proportion in the market, and consumers' consideration in the choice of home appliances has gradually shifted from traditional utility and cost performance to brand effect and customer experience. For high-end home appliance brands that have entered the Chinese market not long ago, customer experience has increasingly become an important aspect of improving competitiveness,and the strategy of customer experience optimization is of great significance for the future development of such companies. Taking Swiss luxury home appliance brand V company as an example, this paper uses PEST external macro environment analysis model and porter's five forces model to identify the internal and external operating risks of V company and conducts industry environment analysis. By CEM customer experience framework theory systematically analyses the present situation, find the problem in V company about the customer experience, provide solutions, such as: to fully understand the customers' experience world, to upgrade the customer experience platform, to upgrade brand experience, to build better customer interface, to keep continuous innovation, to keep company organization consistency by the integration of CRM, finally established an optimize customer experience strategy for V company. The optimization of customer experience strategy can help reduce the risk of customer loss, improve the competitiveness of enterprises, and promote the healthy development of the imported home appliance industry. Moreover, it can provide practical reference for the industry to avoid malicious competition, establish new indicators, and test the practicability of CEM customer experience framework theory. Key Words: CEM; luxury home appliance brand; Customer experience 目录 致谢 ................................................................................................................................ I 摘要 .............................................................................................................................. II Abstract ........................................................................................................................ III 目录 ............................................................................................................................. IV 第1章 绪论 ................................................................................................................. 1 1.1 研究背景 ........................................................................................................ 1 1.2研究目的与意义 ............................................................................................. 2 1.2.1研究目的 .............................................................................................. 2 1.2.2研究意义 .............................................................................................. 3 1.3 文献综述与研究内容 .................................................................................... 4 1.3.1 文献综述 ............................................................................................. 4 1.3.2 研究内容 ............................................................................................. 8 1.4 主要理论基础——CEM客户体验管理理论 ............................................... 9 1.4.1全面理解客户的体验世界 ................................................................ 10 1.4.2 建立客户体验的平台 ....................................................................... 11 1.4.3设计品牌体验 .................................................................................... 12 1.4.4构建客户体验平台 ............................................................................ 13 1.4.5持续创新 ............................................................................................ 13 1.5研究方法和创新之处 ................................................................................... 14 1.5.1研究方法 ............................................................................................ 14 1.5.2创新之处 ............................................................................................ 16 第2章 V公司概况与环境分析 ................................................................................ 17 2.1 V公司的概况 ................................................................................................ 17 2.2 公司宏观环境分析 ...................................................................................... 18 2.2.1 政策环境影响 ................................................................................... 18 2.2.2 经济环境影响 ................................................................................... 19 2.2.3 社会环境影响 ................................................................................... 21 2.2.4 科技环境影响 ................................................................................... 22 2.3 行业环境分析 .............................................................................................. 23 2.3.1 供应商的议价能力影响 ................................................................... 23 2.3.2 购买者的议价能力影响 ................................................................... 24 2.3.3 潜在进入者影响 ............................................................................... 24 2.3.4 替代品影响 ....................................................................................... 26 2.3.5 现有竞争者影响 ............................................................................... 26 第3章 V公司客户体验现状及问题分析 ................................................................ 28 3.1 V公司的客户体验概述 ................................................................................ 28 3.2 V公司客户体验问卷调研 ............................................................................ 30 3.3 V公司存在的客户体验问题及其成因分析 ................................................ 32 3.3.1 对客户的体验世界理解不到位及其成因分析 ............................... 33 3.3.2 缺乏真正的客户体验平台及其成因分析 ....................................... 34 3.3.3 品牌体验设计吸引力不够及其成因分析 ....................................... 35 3.3.4 客户接触面设计不到位及其成因分析 ........................................... 35 3.3.5 持续创新能力不够及其成因分析 ................................................... 36 第4章 V公司的客户体验优化策略制定 ................................................................ 38 4.1 全面提升客户的体验世界 .......................................................................... 38 4.1.1 准确定位客户 ................................................................................... 38 4.1.2 跟踪有接触