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ID:32137973
大小:3.97 MB
页数:127页
时间:2019-01-31
《体验型产品的顾客价值评价体系分析——以杭州茶馆为例》由会员上传分享,免费在线阅读,更多相关内容在学术论文-天天文库。
1、浙江大学硕士学位论文体验性产品的顾客价值评价体系研究AbstractExperiencemarketinghasbecomethefocusofboththeoreticalandpracticalfields,sincetheendof1990“,andStarbarkshasbeenbeingtakenasanexampleofexperiencemarketingbymanyscholarsagainandagain.Asthedeepeningoftheresearchoncustomervalue,thec
2、ustomervalueofexperienceproductshasatta'actedmoreandmorescholars’attention.However,handyresearchinthisfieldisnotverymature。andhasnotformedsystematictheoreticalframework.Alsotheempiricalstudiesonthisfieldareverylimited,lackingofscientificindexsystemofthecustomer
3、valueofexperienceproducts.Focusingonthisproblem,thispapercombinedcustomervaluewithexperiencemarketingandthenconstructedaindexsystemofthecustomervalueofexperienceproductsonthebackgroundofteashopindustry.Firstly,basedonthedefinitionofcustomervalue,experience,expe
4、rienceproductaccordingtopredecessors’research,wesummarizedtherelativemodelofcustomervalueandthetheoryofexperience,whichformedthetheoreticalbasisofthispaper.Secondly,thispaperabstractedtheindexsystemofthecustomervalueofexperienceproducts,andspecifieditfocusingon
5、teashopthroughtheinvestigationofteashopconsumersandfactoranalysis.Theindexsystemincludesthreefirst—classelementsnamedas‘'functionvalue”,“socialvalue”,and“experiencevalue”;eightsecond--classelementsnamedas‘'product”,‘‘service”,‘'relationship”,‘'brand”,“environme
6、nt'’,‘‘innovation”,“actionexperience”,and‘‘psychologyexperience",andalsowesetweighttoeachindexaccordingtothedataanalysis.Thirdly,thispaperidentifieddifferenttypesofcustomers’expectationandcognitivesatisfactionwithteashopsbyvarianceanalysis;recognizedthevaluecog
7、nitiveelenaentswhichinfluencetheconsumptionofteashopsandsomeimportantindiceswhichinfluencethedegreeofcustc咖ers’satisfactionandloyaltybycorrelationanalysis;foundtheadvantageandweaknessofcustomerValueofteashopsbyquadrantanalysis.Finally,takingQingtengTeaShopasare
8、searchexample,weevaluateditusingtheindexsystemofcustomervalueofexperienceproducts,andweproposedsomestrategyandsuggestionofimprovementbasisOiltheanalysisoftheevaluationresult
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