• 沒有找到結果。

體驗理論應用於直銷會場之研究

N/A
N/A
Protected

Academic year: 2021

Share "體驗理論應用於直銷會場之研究"

Copied!
92
0
0

加載中.... (立即查看全文)

全文

Loading

數據

表    次 ~  頁數  表 2-1  各種經濟型態----------------------------------------------- 8 ~ 表 2-2  傳統行銷與體驗行銷在關鍵特性上之差異----------------------- 10 ~ 表 2-3  策略體驗模組與體驗媒介之說明------------------------------- 11 ~ 表 3-1  因應深度訪談的成功關鍵所做的研究設計與說明----------------- 16 ~ 表 3-2  受訪公司與受訪
表  2-1除比較出體驗的特質,也顯示在買方愈來愈精明、愈來愈有個性的狀 況下,賣方的角色須有所轉變,若能在與客戶進行互動的那一段時間內,展示出 令客戶難忘且獨特的感受,讓客戶感覺賓至如歸時,則買方便成了客人。  本研究試圖將這些體驗的特質融入到直銷的會場與活動當中,以促進直銷公 司與直銷商對體驗的認知與信任,並藉由三位一體的行動來引導如圖2的轉型, 以提升競爭力。
圖  2-2  體驗的四大國度
表  2-3  策略體驗模組與體驗媒介之說明  策略體驗模組形式說明  體驗媒介說明  1.  感官(sense):創造感官衝 擊,為產品或服務增添附加價 值,使客戶愉悅、興奮與滿足。  1
+7

參考文獻

相關文件

資料來源 :Kotler, Philip and Armstrong, Gary (2006) “Consumer Markets and Consumer Buyer Behaviour”, Principles of Marketing, 11 th ed., ch. 5, Pearson Prentice Hall, Upper

“ Consumer choice behavior in online and traditional supermarkets: the effects of brand name, price, and other search attributes”, International Journal of Research in Marketing,

(1996), “A Theory of Organizational Knowledge Creation,” International Journal of Technology Management, Vol. Grayson (1998), If only we knew what we know: The transfer of

Vargo (Eds), The Service-Dominant Logic of Marketing: Dialog, Debate, and Directions ( pp.. Consumer culture theory(CCY): Twenty years

The purpose of this research is to explore the important and satisfaction analysis of experiential marketing in traditional bakery industry by using Importance-Performance and

and Kasper, H.D.P., “The impact of Satisfaction on Brand Loyalty: Urging on Classifying Satisfaction and Brand Loyalty,” Journal of Consumer Satisfaction, Dissatisfaction

(1982), “An Investigation into the Determinants of Customer Satisfaction,” Journal of Marketing Research, Vol. 1996), “Relationship Marketing in Consumer Markets,” Journal

Hogg (1982), “A State-of-the-art Survey of Dispatching Rules for Manufacturing Job Shop Operation,” International Journal of Production Research, Vol.. Gardiner (1997), “A