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姓名 王世澤(Shih-Tse Wang)  查詢紙本館藏   畢業系所 企業管理學系在職專班
論文名稱 體驗行銷:模型發展與實務驗証
(Experience Marketing:Model Building and Examinating)
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摘要(中) 在供過於求的現在,由於產品的成熟化與競爭手段的雷同,單以產品性能、效益、品質、服務等等為訴求的方式已難以凸顯差異性,所以,傳統行銷專注於功能效益的行銷方式已經無法吸引顧客,因此,廠商必須提供給顧客一個能觸動其情感、刺激其心思的解決方案。有鑑於此,Schmitt於1999年提出了所謂的體驗行銷(Experience Marketing)。有別於傳統行銷的方式,體驗行銷學派的學者認為,廠商必須將焦點放在顧客的體驗上,而不是單純的訴求產品的性能與效益。此外,產品品牌的體驗不僅僅只是發生在交易的場所,更包括了與公司或品牌聯結的建築物、辦公室、工廠空間、零售據點以及商展攤位等等;而提供此體驗的人員也不單單只是廠商的銷售業務人員而已,更包括了公司的代表、客戶服務人員以及任何可以與公司產品或品牌聯結的人。因此,由不同的人、事、時、地、物所產生的體驗組合都是品牌的體驗延伸。
體驗行銷的概念在實務界已成為一種趨勢。Schmitt(1999)舉出,例如:汽車業的Jaguar、航空業的新加坡航空公司、半導體產業的英特爾以及咖啡連鎖業的Starbucks等等,都是體驗行銷概念的具體實踐者。而近幾年來報章雜誌上也陸續有作者為文探討體驗行銷,例如:Goddard(1999)、Zarem(2000)、Hedberg(2001)、Kubicek(2002)、McLuhan(2002)等等。這些作者分別針對體驗行銷在實務上的運用,例如:展覽會場、網站、以及運輸工具的應用上發表論述。但是,綜觀Schmitt(1999)所提出體驗行銷的概念以及其他相關文獻的論述,其主要是在闡述體驗行銷的觀念或是再佐以實務界的運用敘述,而學術性的研究則相當的缺乏。此外,Schmitt(1999)所發展的體驗矩陣,對於體驗媒介以及所產生的體驗(價值)也缺乏具體的學術論証,其對體驗的分類方式以及媒介與體驗的架構,缺乏相關學術研究來源的佐證。
有鑑於此,本文藉由Schmitt(1999)的體驗行銷學派文獻,以及相關學術論文,並參考Sheth(1991)價值考量的消費行為模式,發展出在體驗行銷時代,體驗媒介影響體驗價值之因果關係的模型,本研究並將此模型命名「體驗價值」模型。「體驗價值」模型中,其體驗媒介包含了廠商與顧客最直接、最頻繁接觸的三項媒介因子:1)產品包裝、2)實體環境、以及3)服務人員;而其體驗價值則分別是:1)功能性價值、2)社會性價值、3)情感性價值、以及4)嘗新性價值。
本研究依此進行模型的實務驗証,以餐飲業進行研究,研究結果發現透過產品的包裝設計、實體環境的設計以及服務人員的表現等體驗媒介,可以提昇消費者對產品品牌在功能性價值、社會性價值、情感性價值以及嘗新性價值的評價。由此顯示,透過體驗媒介正面的體驗將提供消費者體驗價值上的滿足。本「體驗價值」模型的發展提供了一個以價值為中心,並能創造或增加產品品牌價值的媒介配置架構,讓學術界及實務界在體驗行銷的時代,以體驗媒介的操弄來誘發顧客對產品或服務的價值感,來增加或創造產品品牌的價值,並進而強化顧客對該產品品牌忠誠的應用模型。
摘要(英) Experience Marketing
關鍵字(中) ★ 「體驗價值」模型
★ 服務傳送
★ 消費價值
★ 體驗價值
★ 體驗媒介
★ 體驗行銷
關鍵字(英) ★ Experience Media
★ Experiencial Marketing
★ Experience Value
論文目次 第一章 研究背景及動機………………………………… 1
第二章 文獻探討與研究假說…………………………… 6
第三章 研究方法論……………………………………… 24
第四章 研究結果與建議………………………………… 32
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指導教授 鄭明松(Ming-Sung Cheng) 審核日期 2003-1-20
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