体验型产品的顾客价值评价体系分析——以杭州茶馆为例

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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