政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/95213

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/95213

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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
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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:	[Advanced MBA, NCCU] Theses

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