English  |  正體中文  |  简体中文  |  Post-Print筆數 : 11 |  Items with full text/Total items : 89671/119468 (75%)
Visitors : 23929748      Online Users : 647
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/95213


    Title: 體驗行銷策略研究以國立歷史博物館特展為例
    Experiential Marketing Strategy Study, take exhibtions in National History Meseum as example
    Authors: 蔡寶元
    Contributors: 祝鳳岡
    蔡寶元
    Keywords: 國立歷史博物館特展
    體驗行銷
    Date: 2010
    Issue Date: 2016-05-09 15:20:47 (UTC+8)
    Abstract: 國內藝文市場逐漸成長,近來許多特展的參觀人數都突破數十萬人次參觀,針對此現象,本研究以體驗行銷的概念來探討國立歷史博物館在舉辦此類特展時的行銷策略建議以及做為評鑑策展協力單位的標準。

    本研究利用質化訪談方式,訪問六位參觀者以及利用問卷發放的量化研究方式,共計354份有效問卷,進行統計分析後獲得以下發現。

    本研究發現如下:
    一、體驗行銷策略體驗模組對體驗價值有正向之影響力。

    二、體驗行銷策略體驗模組的感官、情感及關聯體驗對顧客滿意度有正向之影響力。

    三、體驗行銷策略體驗模組的思考、行動及關聯體驗對顧客忠誠度有正向之影響力。

    四、體驗價值的四大構面對顧客滿意度皆有正向之影響力。

    五、體驗價值的四大構面對顧客忠誠度皆有正向之影響力。

    六、顧客滿意度對顧客忠誠度有正向之影響力。

    根據以上發現,個人對國立歷史博物館提出發展體驗行銷的建議也可當作其對策展協力單位的評鑑標準:

    一、加強服務以提昇顧客滿意度與顧客忠誠度。

    二、加強主題性以提昇策略體驗模組中的感官體驗。

    三、改善空間與動線規劃。

    四、增加套裝行程。

    五、持續不斷地引進世界知名藝術品。
    The market of Art industry is growing rapidly and there are many exhibitions successfully drawing the attention of public and hundred thousands of visitors. With regard of this fact, this research is to advise the experiential marketing strategy to National History Museum for special exhibition and as criteria to exhibition planning cooperation company by the concept of experiential marketing.

    This research applies the Focus Group interviewing as qualitative approach with 6 interviewers; in addition, questionnaire analysis as quantities approach with 354 pieces of effective samples. After the examination of statistic, the finding as below:

    1. The SEMs can affect experiential value positively.
    2. The Sense module, feel module, and relate module of SEMs can affect customer satisfaction positively.
    3. The Think module, Act module and Relate module of SEMs can affect customer loyalty positively.
    4. All four phases of experiential value can affect customer satisfaction positively.
    5. All four phases of experiential value can affect customer loyalty positively.
    Customer satisfaction can affect customer loyalty positively

    According to above findings, this research presents below suggestions as the experiential marketing strategy and criteria when cooperating with exhibition planning company:

    1. Enhancement on service to increase the customer satisfaction and loyalty.
    2. Enhancement on theme to increase the feel module of SEMs
    3. Improvement on space arrangement and visiting route.
    4. Adding package offer with extra benefit.
    5. Continuing to introduce worldwide famous high level art in the exhibition.
    謝誌
    中文摘要
    英文摘要
    目錄
    表目錄
    圖目錄

    第壹章 緒論.........................................................1
    第一節 研究背景及動機...........................................1
    第二節 國內展演空間與博物館發展概況.............................2
    第三節 國立歷史博物館簡介.......................................4
    第四節 研究目的.................................................6
    第五節 研究流程.................................................7
    第貳章 參考文獻.....................................................8
    第一節 體驗的定義...............................................8
    第二節 體驗經濟的興起...........................................9
    一、 從農村經濟到體驗經濟....................................9
    二、 體驗行銷與傳統行銷的區別...............................10
    三、 體驗行銷的策略體驗模組.................................11
    (一) 感官行銷策略體驗模組............................12
    (二) 情感行銷策略體驗模組............................12
    (三) 思考行銷策略體驗模組............................12
    (四) 行動行銷策略體驗模組............................12
    (五) 關聯行銷策略體驗模組............................12
    四、 體驗媒介...............................................13
    五、 體驗矩陣...............................................14
    六、 體驗行銷的評鑑工具.....................................15
    第三節 體驗價值................................................16
    第四節 顧客滿意度..............................................18
    一、 顧客滿意度的意義.......................................18
    二、 顧客滿意度衡量構面.....................................19
    第五節 顧客忠誠度..............................................20
    一、 忠誠度的意義...........................................20
    二、 顧客忠誠度的衡量方式...................................23
    第參章 研究方法....................................................26
    第一節 研究架構與研究假說......................................26
    一、 研究架構...............................................26
    二、 研究假說...............................................27
    第二節 質化研究:焦點團體法....................................29
    一、 焦點團體法定義.........................................29
    二、 訪談問題大綱...........................................29
    第三節 問卷設計與變數的操作型定義..............................30
    一、 問卷設計...............................................30
    二、 變數的操作型定義.......................................31
    第四節 資料分析方法............................................35
    一、 敘述性統計.............................................35
    二、 信度分析...............................................35
    三、 獨立樣本 (one-way ANOVA) ..............................36
    四、 相關分析 (correlation) ................................36
    五、 多元迴歸分析...........................................36
    第五節 前測信度檢測............................................36
    第肆章 資料分析與研究結果..........................................38
    第一節 樣本敘述性統計分析......................................38
    一、 個人基本資料敘述性統計分析.............................38
    二、 體驗行銷策略體驗模組敘述性統計分析.....................43
    (一)、體驗行銷策略體驗模組:模組敘述性統計分析.........43
    (二)、體驗行銷策略體驗模組:細項敘述性統計分析.........44
    三、 體驗價值敘述性統計分析.................................47
    (一)、體驗價值:模組敘述性統計分析.....................47
    (二)、體驗價值:細項敘述性統計分析.....................47
    四、 顧客滿意度與顧客忠誠度敘述性統計分析...................48
    第二節 人口變項的差異性分析結果................................50
    第三節 體驗行銷策略體驗模組、體驗價值、顧客滿意度與顧客忠誠度之相關分析..................................................52
    一、 體驗行銷策略模組與體驗價值、顧客滿意度、顧客忠誠度之相關分析.....................................................52
    二、 體驗價值、顧客滿意度與顧客忠誠度間之相關分析...........53
    三、 整體顧客滿意度與整體顧客忠誠度之相關分析...............53
    第四節 體驗行銷策略體驗模組、體驗價值、顧客滿意度與顧客忠誠度的迴歸分析..................................................54
    一、 策略體驗模組對體驗價值的多元迴歸分析...................54
    二、 策略體驗模組對顧客滿意度的多元迴歸分析.................58
    三、 策略體驗模組對顧客忠誠度的多元迴歸分析.................59
    四、 體驗價值對顧客滿意度與顧客滿意度的多元迴歸分析.........60
    五、 顧客滿意度對顧客忠誠度的多元迴歸分析...................62
    第伍章 結論與建議..................................................66
    第一節 研究結論................................................66
    一、 人口變項於體驗行銷策略體驗模組、體驗價值、顧客滿意度與顧客忠誠度之差異...........................................66
    二、 體驗行銷策略體驗模組、體驗價值、顧客滿意度與顧客忠誠度間的內容分析...............................................67
    三、 體驗行銷策略體驗模組、體驗價值與顧客滿意度及顧客忠誠度之間的影響力...............................................69
    四、 體驗行銷策略體驗模組對體驗價值有具有顯著影響力.....................................................70
    五、 體驗行銷策略體驗模組及體驗價值對顧客滿意度具有顯著影響力.....................................................71
    六、 顧客滿意度對顧客忠誠度具有顯著影響力...................
    第二節 實務建議................................................71
    第三節 研究限制................................................73
    第四節 後續研究建議............................................73
    參考文獻.......................................................74
    附錄一: 正式問卷..................................................80
    附錄二: 焦點訪談..................................................87
    Reference: 一、 中文部份:
    (王育英、梁曉鶯譯)Bernd H. Schmitt (2000). 體驗行銷。台北經典傳訊。

    (夏業良譯)Pine, B.J. & Gilmore J. H. (2003). 體驗經濟時代。台北:經濟新潮社出版。

    王芳岑(2003)。體驗行銷、體驗價值與購買意圖關係之研究。中國文化大學國際企業管理研究所碩士論文。

    林正弘(2005)。台灣地區博物館經營管理策略。國立編譯館。

    江信緯(2006)。體驗行銷與品牌資產之關係探究—以情緒為中介變項。東吳大學心理學系碩士論文。

    江盈如(2006)。大台北地區健康俱樂部顧客滿意度、忠誠度以及滿意構面重視度之研究。國立交通大學經營管理研究所碩士論文。

    袁薏樺(2003)。體驗行銷、體驗價值與顧客滿意關係之研究。臺北科技大學商業自動化與管理研究所碩士論文。

    施宥如 (2008)。體驗行銷對顧客滿意度與顧客忠誠度影響之研究—以爵士音樂餐廳Brown Sugar為例。國立政治大學管理碩士學程(AMBA)碩士論文。

    敏景翔(2009)。體驗行銷策略研究—以乾杯燒肉為例。國立政治大學管理碩士學程碩士學位論文。

    許泓祺(2009)。體驗行銷策略研究—以好市多(Costco)為例。國立政治大學商學院管理碩士學程碩士論文。

    項退結譯(1998)。Verlog Herder K.G著。西洋哲學辭典。台北:華香園。

    葉美玲(2006)。體驗行銷、體驗價值、顧客滿意度與忠誠度關係探討-以臺北市立北投區運動中心為例。台南大學運動與健康研究所碩士論文。

    劉潔妃(2004)。書店的體驗行銷策略研究:以Page One書店、誠品敦南店、金石堂「我的書房」為例。世新大學傳播研究所碩士論文。

    張瓊莉(2003)。以體驗行銷觀點探討商店氣氛與消費者體驗之研究–以購物中心為例。國立嘉義大學行銷與流通管理所碩士論文。

    溫慧玟(2009)。台北市新興表演類藝術空間營運模式研究計畫。中華民國表演藝術協會。

    國立歷史博物館全球資訊網:www.nmh.gov.tw


    二、 英文部份

    Abbott, L, (1995). Quality and Competition. New York: Columbia University Press

    Anderson, W. O. & Sullivan, W. M. (1993). The antecedents and consequences of customer satisfaction for firm. Marketing Sciences, 12(2), 125-143.

    Bloemer, J. M. M. & Kasper, H. D. P. (1995). The complex relationship between consumer satisfaction and brand loyalty. Journal of Economic Psychology, 16(2), 311-329.

    Cardozo, R. N. (1965), An Experimental Study of Consumer Effort, Expectation and Satisfaction, Journal of Marketing Research, 2(August):244-249.

    Cavero, Sandra & Cebollada, Javier (1997), “Brand Choice and Marketing Strategy: An Application to the Market of Laundry Detergent for Delicate Clothes in Spain, ”. Journal of International Consumer Marketing, Vol. 10, pp.57-71.

    Curasi, C. F. & Kennydy, K. N. (2002). Form Prisoners to Apostles: a Typology of Repeat Buyers and Loyal Customers in service Business. Journal of Services Marketing, 16(4), 322-341.

    Day, R. L.(1977), Toward a Process Model of Consumer Satisfaction, in Conceptualization and Measurement of Consumer Satisfaction and Dissatisfaction, H. Keith Hunt, ed., Cambridge, Mass.: Marketing Science Institute: 150-183.

    Festinger, L.(1957), A Theory of Cognition Dissonance. New York: Harper & Row.

    Folkes, S. V. (1984), “Recent Attribution Research in Consumer Behavior: A Review and New Direction,”Journal of Consumer Research, 14, 548-61.

    Fornell, C. (1992), A national Customer Satisfaction Barometer: The Swedish Experience, Journal of Marketing Science.

    Fred Selnes (1993), “An Examination of the Effect if Orodcut Performance on Brand Reputation Satisfaction and Loyalty”, European Journal of Marketing Vol.27, N0.9, pp19-35.

    Giese and J.A Cote(2000), “Defining customer satisfaction,”Academy of Marketing Science.

    Griffin (1995). Customer Loyalty. Simon & Schuster Inc.

    Gronholdt, Lars. (2000). “The relationship between customer satisfaction and loyalty: Cross industry differences”Total Quality Management, 11(4/6), July, 509-515.

    Haywood KM. 1989. Managing Word of Mouth Communications. The Journal of Service Marketing Vol. 65, pp.118-126.

    Heskett, J.J. (1987), “Lessons in the Service Sector”, Harvard Business Review, vol. 65, pp 118-126.

    Holbrook, M. B. (1994). The nature of customer value: an axiology of services in the consumption experience. Service quality: new durections in the theory and practice, 21-71.

    Holbrook, M. B. (1996). Typology of Customer Value. Advance in Consumer Research, 23, 139.

    Holbrook, M. B. (2000). The millennial consumer in the tests of our tmes: Experience and entertainment. Journal of Macromarketing, 20(2), 178-192.

    James L. Heskett, Thomas 0. Jones, Gary W. Loveman, W. Earl Sasser, Jr., and Leonard A. Schlesinger(1994), “Putting the Service-Porfit Chain to Work”, Harvard Business Review, pp164-174.

    Jones, T. O. & Sasser, W. E. (1995). Why satisfied Customers Defect. Harvard Business Review, 73, 88-99.

    Kotler Phillip, Keller Kevin Lane, 2006, Marketing Management 12th ed, P135, P246, P310.

    Kolter, P. (1973). Atmospherics as a Marketing Tool. Journal of Retailing, 49, 48-68.

    Kolter, P. (1991). Marketing Management: Analysis, Planning, Implementation and Control. Prentice-Hall, 7, 246-249.

    Kolter, P. (1997). Marketing Management: Analysis, Planning, Implementation and Control. Prentice-Hall, 433-437.

    Kotler, P. (2003). Marketing management: (7th ed.). New Jersey: Prentice Hall.

    Latour, S.A. & Peat, N.C.(1979), Conceptual and Methodological Issues in Consumer Satisfaction Research , Association for Consumer Research, 6: 431-437.

    Mano H. & Oliver R. L.(1993). Assessing the Dimensionality and Structure of the Consumption Experience: Evaluation, Feeling and Satisfaction. Journal of Consumer Research, Vol. 20, 451-466.

    Norris, R. T. (1941). The Theory of Consumer’s Demand. New Haven CT: Yale University Press.

    Oliver, R. (1999). Value as Excellence in the Consumption Excellence. London and New York: Rutledge.

    Oliver, R. L. (1980), A Cognitive Model of the Antecedents and Consequences of Satisfaction Decision, Journal of Marketing Research, 17(November): 460-469.

    Oliver, R. L. & Desarbo, W.S.(1988), Response Determinants in Satisfaction Judgments, Journal of Consumer Research, 14(March): 495-507.

    Oliver, R. L.(1992), An Investigation of the Atrribute Baisis of Emotion and Related Affects in Consumption: Suggesions for a Stage-Specific satisfaction Framwork, Advances in Consumer Research, 19: 237-244.

    Ostorm, A., & Iaobucu, D. (1995). Consumer Trade-Offs and the Evaluation of Services, Journal of Marketing, 59(14), 17-28.

    Paraswraman, Z., & Berry,L. L. (1988). Communication and control Process in the delivery of service quality. Journal of Marketing, 52(2), 35-48.

    Pine, B.J., & Gilmore, J.H.(1998). Welcome to the experience economy. Harvard Business Review, 76(4), 97-105.

    Raphel, M., & Raphel, N. (1995), Up the Loyalty Ladder. Progressive Grocer, 74(4), 21.

    Schmitt, Bernd H. (1999). Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act and Relate to Your Company and Brand. New York: Free Press

    Schmitt, Bernd H. and Alexander Simonson(1999), Marketing Aesthetics: The Strategic Management of Brands, Identity, and Image. New York: Free Press

    Singh, Jagdip and Sirdeshmukh, Deepak(2000), “Agency and trust mechanisms in consumer satisfaction and loyalty judgments,”Academy of Marketing Science, Journal 28:150

    Stum & Thiry. (1991). Building Customer Loyalty. Trainning and Development Journal, April, 34-36.

    Thinaut, J.W. & Kelley, H.H. (1959), The Social Psychology of Groups. New York: John Wiley & Sons, Inc.

    Unger, L. S., & Kernan, J. B.(1983). On the meaning of leisure: An investigation of some determinants of subjective experience. Journal of Business Research, (9), 381-392.

    Zeithaml, V. A., & Mary, J. B. (1996). Service Marketing. New York: McGraw-Hill.

    Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality and Value: A means-End Model and Synthesis of Evidence. Journal o Marketing, 52(2). 2-22.
    Description: 碩士
    國立政治大學
    管理碩士學程(AMBA)
    95932327
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0095932327
    Data Type: thesis
    Appears in Collections:[管理碩士學程/商管專業學院碩士學位學程 AMBA] 學位論文

    Files in This Item:

    File SizeFormat
    index.html0KbHTML289View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告
    1.本網站之數位內容為國立政治大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,惟仍請適度,合理使用本網站之內容,以尊重著作權人之權益。商業上之利用,則請先取得著作權人之授權。
    2.本網站之製作,已盡力防止侵害著作權人之權益,如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員(nccur@nccu.edu.tw),維護人員將立即採取移除該數位著作等補救措施。
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback