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研究生:徐子喬
研究生(外文):Tzu-chiao Hsu
論文名稱:應用模糊QFD發展體驗行銷策略
論文名稱(外文):Developing Experiential Marketing Strategy with Fuzzy QFD Model
指導教授:徐村和徐村和引用關係
指導教授(外文):Tsuen-ho Hsu
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:行銷與流通管理所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2008
畢業學年度:97
語文別:中文
論文頁數:109
中文關鍵詞:模糊品質機能展開體驗行銷策略顧客體驗價值模糊分析層級程序法購物中心
外文關鍵詞:Experiential Marketing StrategyCustomer Experiential ValueShopping MallFuzzy Analytic Hierarchy ProcessFuzzy Quality Function Deployment
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近年來,體驗已被視為是繼貨品、商品與服務之後的第四種提供物,無論何種產業,其未來的競爭將集中於體驗行銷的戰場。購物中心是提供愉悅體驗消費的重要來源 (Bloch, Ridgway and Dawson, 1994),過去關於購物中心體驗行銷的研究多聚焦於顧客體驗價值與顧客滿意度、行為意圖、顧客忠誠度等變數的關係,較少研究探討企業應如何對顧客所重視的體驗價值加以建構與發展,亦較少研究嘗試解決顧客對體驗價值偏好的主觀與模糊性認知差異的問題。因此,本研究以模糊品質機能展開,應用顧客區隔的概念,建立顧客體驗價值屬性之層級架構,並使用範疇分析法進行顧客體驗價值的評估,以顧客體驗價值為基礎,建構購物中心之體驗行銷策略發展模式。
  本研究調查共分為三個階段,第一階段調查經常惠顧購物中心的消費者,獲得不同客層之顧客體驗價值權重;第二階段由消費者針對購物中心所提供之體驗價值給予評價,以求得改進率;第三階段採取專家訪談法得到顧客體驗價值與體驗行銷策略的關聯性。最後以顧客體驗價值為基礎發展購物中心的體驗行銷策略。
  本研究以購物中心為實證對象,結果顯示:(1)兩客層對體驗價值構面的重視度順序上略有差異;顧客體驗價值屬性方面,兩客層皆重視購物方便與購物環境屬性;相較之下主客層重視服務專業屬性,而次要客層較重視交通便利屬性。(2)欲傳達符合顧客所喜好的體驗價值,業者應具備的關鍵體驗行銷策略能力為:服務態度、專業知識與動線指示。(3)購物中心可以動線指示與服務態度策略改善購物效率屬性;以專業知識與服務態度策略有效改進服務專業屬性;最後,以廣宣活動與展售點陳列策略提昇文宣設計屬性。
關鍵字:顧客體驗價值、體驗行銷策略、模糊品質機能展開、模糊分析層級程序法、購物中心
Recently, experiece has seen as the fourth offering after commodities, goods, and service. No matter in what industry, they will discover that the next competitive battleground lies in staging experiences. Past research focused on relations between customer experiential value and customer satisfaction, behavior intentions, and customer loyalty, fewer research conclude that how should enterprise construct and develop the customer experiential value; also, fewer research pay attention to the customers’opinions which usually accompany the uncertainity and vagueness. As a result, this research evaluates consumers’ needs via quality function deployment (QFD) method, fuzzy analytic hierarchy process (FAHP), and extent analysis method to develop the experiential marketing strategy.
  The investigation can be divided into three parts, to acquire the two segments’experiential value weights, at first stage, the questionnaire was distributed to customers who often shopping in the shopping mall. Second stage, investigating the two segments’ performance appraisal to the experiential value, obtains the improvement rate of attributes. At the third stage, we choose to interview the managers to get the relations between customer experiential values and experiential marketing strategies. Lastly, based on the customer experiential value, this research develops the critical experiential marketing strategy of the shopping mall.
  This research chooses Dream Mall as the research subject. The finding showed that: (1) These two segments viewed the excellence and aesthetic value construct in different order. Besides, they both respect to the shopping convenience and shopping environment attributes. The difference between the two segments is main customer respect to the professional service attribute, while the subordinate customer respect to the convenient traffic attribute. (2) To delivering the experiential value, the critical experiential marketing strategy is:Service attitude, specialized knowledge, and way instruct strategies. (3) The shopping mall should use way instruct and service attitude strategies to improve the shopping efficiency attribute;Improving professional service by specialized knowledge;Finally, using promotes and product display strategies to upgrade the the publication design.
Keywords:Customer Experiential Value, Experiential Marketing Strategy, Fuzzy Quality Function Deployment, Fuzzy Analytic Hierarchy Process, Shopping Mall
中文摘要 I
英文摘要 II
誌謝 IV
目錄 V
表目錄 VI
圖目錄 VIII
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 3
第四節 研究對象與流程 4
第二章 文獻探討 6
第一節 體驗之內涵 6
第二節 顧客體驗價值 12
第三節 體驗行銷策略 20
第四節 模糊品質機能展開 25
第五節 模糊分析層級程序法 29
第三章 顧客體驗價值展開模式之建立 34
第一節 模式發展概念 34
第二節 模式建立步驟 35
第三節 建立與評估顧客體驗價值屬性層級 36
第四節 顧客體驗價值與體驗行銷策略關聯性評估 42
第四章 實證分析 44
第一節 實證對象簡介 44
第二節 研究調查對象與方式 47
第三節 資料分析 56
第四節 顧客體驗價值發展分析 68
第五章 結論與建議 72
第一節 研究結論 72
第二節 行銷管理意涵 73
第三節 未來研究 74
參考文獻 76
附錄 實測問卷 88
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二、網站部份
1. 夢時代購物中心企業網站 http://www.dream-mall.com.tw/
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