體驗行銷：模型發展與實務驗証

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王世澤(Shih-Tse Wang) 查詢紙本館藏

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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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