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體驗行銷,價值知覺,消費情境與行為意向關係之研究—以台中王品集團餐廳為例

作者 年份 篇名 負責同學
陳國基 97.7.24. 體驗行銷,價值知覺,消費情境與行為意向關係之研究—以台中王品集團餐廳為例 洪國維
主要內容描術
1. 研究的議題:本研究期望以實證的方式,探討消費者在王品集團餐廳用餐後,在感官,情感,行動,思考,關聯等方面的體驗;獲得價值知覺及交易價值知覺等方面的感受;對實體環境與社會環境的重視程度;即是否願意再次光顧或推薦親友。意即探討體驗行銷,價值知覺,消費情境與行為意向之關係,祈使研究成果可供餐廳經營者參考,以提升餐廳競爭力。 一:瞭解台中地區王品集團餐廳消費者對於體驗行銷,價值知覺,消費情境及行為意象之實際情形。
二:探討背景變項對體驗行銷,價值知覺,消費情境及行為意向等變項之影響。
三:探討體驗行銷,價值知覺,消費情境及行為意向等變項之相關程度。
四:探討體驗行銷,價值知覺,消費情境及行為意向之預測力與路徑關係。
五:提供業者行銷策略建議,及後續研究者望後研究建議。
2.研究方法:經由相關文獻之探討,本研究首先確定研究目的,範圍及對象,蒐集整理國內外相關文獻進行分析,瞭解以往相關研究的結果,建立本研究欲探討的假說與架構。進而參酌相關資料設計問卷,經前測測試與修訂及信效度確認後,實施正式問卷調查,回收問卷後作資料篩檢及統計分析,與所建構的研究假說作比較驗證,據以提出研究結論,並對業者及未來相關研究提出建議。
一:信度與效度分析(Reliability Analysis & Validity Analysis)
二:因素分析(Factor Analysis)
三:樣本描述性分析(Sample Descriptive Statistics Analysis)
四:變異數分析(Analysis of Variance)
五:Pearson相關分析(Gorrelation Analysis)
六:多元逐步回歸分析(Multiple Stepwise Regression Analysis)
七:路徑分析(Path analysis)
3.重要的結論:
一:研究顯示不同背景變項消費者對體驗行銷,價值知覺,消費情境及行為意向之差異不大,因此建議王品集團餐廳行銷對象不能偏重特定族群。
二:研究顯示消費者之消費習慣偏低,建議王品集團餐廳持續宣傳用餐滿10次就可以成為VIP的活動,以增強消費者正向之行為意向。
三:研究顯示消費者之感官體驗及情感體驗之表現程度較強,所以須加強消費者之行為體驗,思考體驗,關連體驗,建議活動多從這些方面進行,另外也建議王品餐廳使消費者將王品融入生活型態,變成生活的一部分,將品牌與社會環境產生關聯,運用創意,引發消費者進行與原有生活不同的創意思考,使顧客評估服務與產品帶來之利益,讓顧客體驗到改變後的結果,進而轉變為自己的態度。
四:研究顯示消費者之獲得價值知覺及交易價值知覺表現程度均較低,因此建議王品集團餐廳讓消費者在消費過程中衍生出愉悅的感受,用餐後所之決的利益與金錢,時間,精神等成本溪生能達到他們所期望之目標。
五:研究顯示體驗行銷,價值知覺與消費情境對行為意向具有預測力,體驗行銷,價值知覺,消費情境及行為意向之路徑多有正向關係,而消費者之行為意向卻偏低,因此建議王品集團餐廳應持續營造美好之消費環境,加強消費者之體驗感受程度,讓消費者用餐後,之決王品集團餐廳能提供他們更高的價值,進而對王品企業及產品產生特殊偏好,才會再次消費,並推薦給親友,產生宣傳效果。
4.對你(妳)的研究主題有何啟發:藉由這篇相關論文,裡面有藉由許多條件來進行體驗行銷之評估及比較,並以王品為例,可以提供我們成為借鏡。

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體驗行銷,消費情境與行為意向關係之研究-以懷舊餐廳為例

作者 年份 篇名 負責同學
唐惠民 95.7.17 體驗行銷,消費情境與行為意向關係之研究-以懷舊餐廳為例洪國維
主要內容描術
1研究的議題:本研究期望從實證的觀點探討消費者在懷舊餐廳所產生的體驗,以體驗行銷的觀點來探討懷舊餐廳的情境因素與消費者體驗可將此研究歸納為下列三點:一探究消費者在懷舊復古餐廳中體驗行銷與消費情境關係
二:剖析消費者在懷舊復古餐廳中消費情境與行為意象之關係
三:探討人口統計變項對體驗行銷,消費情境與行為意向有無 顯著差異性
四:分析體驗行銷,消費情境與行為意向三者間相互影響關係
2.研究方法:是以文獻及問卷調查方法來進行研究,研究所採用之統計方法包括:次數分配,信效度分析,變異數分析,因素分析及線性結構模式分析。
3.重要的結論:
以體驗行銷方面:
一不同性別之消費者在體驗行銷中是無顯著差異性,不同婚姻狀況之消費者除了在情感體驗中無顯著差異外,其餘在感官體驗,行動體驗是有顯著差異性,在行動體驗中以20歲以下之消費者較其他年齡層之消費者,對懷舊復古餐廳而言,有顯著差異性,意即年輕人對懷舊復古餐廳懷舊相關產品及主題活動內容會引起參與。
二:不同教育程度之消費者在體驗行銷中的情感體驗,行動體驗上有顯著的差異,經由Scheffe事後發現,不同教育程度的消費者對懷舊復古餐廳的情感體驗,行動體驗沒有太大差異性,意即不同教育程度的消費者均對懷舊復古餐廳的活動,產品,環境有一致性的行動感受且能觸發情感。
三:以軍公教為職業之消費者比自由業之消費者在感官體驗中,有顯著差異性,意即軍公教為職業之消費者是較服務業之消費者在情感體驗中,有顯著差異性,對懷舊復古餐廳而言更有親切感及情緒紓解的感覺,不同職業之消費者,在行動體驗中彼此沒有太大差異性,意即執業不同對懷舊復古餐廳的活動,產品,環境均有一致性的行動感受,在不同職業中對時間構面而言,彼此之間沒有太大的差異性,意即不同職業之消費者對懷舊復古餐廳的餐點及特殊活動有較高的偏好。
四:不同收入知消費者在體驗行銷中感官體驗,情感體驗,行動體驗等構面並無顯著性差異,收入高低對復古餐廳而言沒有直接影響,以居住中部地區知消費者是較居住在北部及南部知消費者在情感體驗之中,對懷舊復古餐廳而言,有顯著差異性,意即中部地區知消費者對懷舊復古餐廳更有親切感及情緒紓解的感覺,以居住中部地區知消費者是教居住於北部地區知消費者在行動體驗之中,對懷舊復古餐廳而言,有顯著差異性,意即中部地區之消費者相較於北部及南部之消費者會對復古懷舊之商品或活動更加有濃烈興趣。
4.對你(妳)的研究主題有何啟發:藉由這篇相關論文,裡面有藉由許多條件來進行體驗行銷之評估及比較,可以讓我們藉由實例來更快了解並進入主題,且裡面許多使用比較手法來進行之說明,可以使我們在做專討時有強烈的憑證。
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體驗行銷,消費情境與行為意向關係之研究-以懷舊餐廳為例

作者 年份 篇名 負責同學
唐惠民 95.7.17 體驗行銷,消費情境與行為意向關係之研究-以懷舊餐廳為例洪國維
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體驗行銷概念

<p class="MsoNormal" style="margin: 0cm 0cm 0pt"><font size="3"><span style="font-family: 新細明體; mso-hansi-font-family: 'Times New Roman'; mso-ascii-font-family: 'Times New Roman'">作者</span><span lang="EN-US"><font face="Times New Roman">:</font></span></font><font face="Times New Roman"><span lang="EN-US" style="font-size: 20pt; font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"> </span><span style="font-size: 16pt; font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">吳佩璇<span lang="EN-US"><o:p></o:p></span></span></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt"><span style="font-family: 新細明體; mso-hansi-font-family: 'Times New Roman'; mso-ascii-font-family: 'Times New Roman'"><font size="3">年份</font></span><font face="Times New Roman"><span lang="EN-US" style="font-size: 16pt">:</span><span lang="EN-US" style="font-size: 16pt; font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"> </span><span style="font-size: 16pt; font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">中華民國九十七年十二月<span lang="EN-US"><o:p></o:p></span></span></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><span style="font-family: 新細明體; mso-hansi-font-family: 'Times New Roman'; mso-ascii-font-family: 'Times New Roman'">篇名</span><span lang="EN-US"><font face="Times New Roman">:</font></span></font><font face="Times New Roman"><b><span lang="EN-US" style="font-size: 20pt; font-family: DFKaiShu-SB-Estd-BF,Bold; mso-font-kerning: 0pt; mso-bidi-font-family: 'DFKaiShu-SB-Estd-BF,Bold'"> </span></b><span style="font-size: 16pt; font-family: DFKaiShu-SB-Estd-BF,Bold; mso-font-kerning: 0pt; mso-bidi-font-family: 'DFKaiShu-SB-Estd-BF,Bold'; mso-bidi-font-weight: bold">以體驗行銷與顧客價值觀點探究民宿特色 <span lang="EN-US"><o:p></o:p></span></span></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font face="Times New Roman"><span lang="EN-US" style="font-size: 16pt; font-family: DFKaiShu-SB-Estd-BF,Bold; mso-font-kerning: 0pt; mso-bidi-font-family: 'DFKaiShu-SB-Estd-BF,Bold'; mso-bidi-font-weight: bold"><span style="mso-spacerun: yes">&nbsp;</span><span style="mso-spacerun: yes">&nbsp;</span><span style="mso-spacerun: yes">&nbsp;</span><span style="mso-spacerun: yes">&nbsp;</span><span style="mso-spacerun: yes">&nbsp;&nbsp;&nbsp;&nbsp; </span></span><span style="font-size: 16pt; font-family: DFKaiShu-SB-Estd-BF,Bold; mso-font-kerning: 0pt; mso-bidi-font-family: 'DFKaiShu-SB-Estd-BF,Bold'; mso-bidi-font-weight: bold">與服務品牌之權益<span lang="EN-US"><o:p></o:p></span></span></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF,Bold; mso-font-kerning: 0pt; mso-bidi-font-family: 'DFKaiShu-SB-Estd-BF,Bold'; mso-bidi-font-weight: bold"><font size="3"><font face="Times New Roman">期刊名<span lang="EN-US">:<o:p></o:p></span></font></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span lang="EN-US" style="font-family: DFKaiShu-SB-Estd-BF,Bold; mso-font-kerning: 0pt; mso-bidi-font-family: 'DFKaiShu-SB-Estd-BF,Bold'; mso-bidi-font-weight: bold"><o:p><font face="Times New Roman" size="3">&nbsp;</font></o:p></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><span style="font-family: 新細明體; mso-hansi-font-family: 'Times New Roman'; mso-ascii-font-family: 'Times New Roman'">頁次</span><span lang="EN-US"><font face="Times New Roman">:</font></span></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span lang="EN-US"><o:p><font face="Times New Roman" size="3">&nbsp;</font></o:p></span></p><div style="border-right: medium none; padding-right: 0cm; border-top: medium none; padding-left: 0cm; padding-bottom: 1pt; border-left: medium none; padding-top: 0cm; border-bottom: windowtext 1pt solid; mso-element: para-border-div; mso-border-bottom-alt: solid windowtext .75pt"><p class="MsoNormal" style="border-right: medium none; padding-right: 0cm; border-top: medium none; padding-left: 0cm; padding-bottom: 0cm; margin: 0cm 0cm 0pt; border-left: medium none; padding-top: 0cm; border-bottom: medium none; mso-layout-grid-align: none; mso-border-bottom-alt: solid windowtext .75pt; mso-padding-alt: 0cm 0cm 1.0pt 0cm"><font size="3"><span style="font-family: 新細明體; mso-hansi-font-family: 'Times New Roman'; mso-ascii-font-family: 'Times New Roman'">負責同學</span><span lang="EN-US"><font face="Times New Roman">:</font></span></font><span style="font-size: 16pt; font-family: 新細明體; mso-hansi-font-family: 'Times New Roman'; mso-ascii-font-family: 'Times New Roman'">何思遠</span><span lang="EN-US" style="font-size: 16pt"><o:p></o:p></span></p></div><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><b><span style="font-size: 14pt; font-family: DFKaiShu-SB-Estd-BF,Bold; mso-font-kerning: 0pt; mso-bidi-font-family: 'DFKaiShu-SB-Estd-BF,Bold'"><font face="Times New Roman">體驗行銷概念<span lang="EN-US"><o:p></o:p></span></font></span></b></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><u><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">Schmitt</span></u><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">主張傳統行銷具有下述特性:<span lang="EN-US"><o:p></o:p></span></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">1.</span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">專注於功能上的性能與效益<span lang="EN-US"><o:p></o:p></span></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">2.</span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">產品分類與競爭者是狹隘的定義<span lang="EN-US"><o:p></o:p></span></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">3.</span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">顧客被視為理性決策者<span lang="EN-US"><o:p></o:p></span></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">4.</span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">方法與工具是分析的、定量的、口語的。<span lang="EN-US"><o:p></o:p></span></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">※然而進入二十一世紀,行銷與顧客市場的趨勢不同以往。<span lang="EN-US"><o:p></o:p></span></font></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">第一,隨著技術與媒體發達,資訊科技日益普及,電子產品流動速度快。<span lang="EN-US"><o:p></o:p></span></font></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">第二,品牌成為各項商品或服務的行銷重心。由於品牌可帶給人們不同的形 象、聯想與體驗,被視為商品或服務商品化或延伸之結果。(王育英、梁曉鶯譯,</span><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">2003</span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">)。<span lang="EN-US"><o:p></o:p></span></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span lang="EN-US" style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><o:p><font face="Times New Roman" size="3">&nbsp;</font></o:p></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><u><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">Owen</span></u><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">指出基於科技翻新迅速,人們財富增加與微利時代的來臨,人們需求不再容易滿足,增加了所謂<b style="mso-bidi-font-weight: normal"><span style="color: red">歡樂體驗</span></b></span><b style="mso-bidi-font-weight: normal"><span lang="EN-US" style="color: red; font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">(Festive Experience)</span></b><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">的需求,使經濟產業由服務型態轉向體驗的取向。<span lang="EN-US"><o:p></o:p></span></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><u><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">Holbrook</span></u><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">指出行銷新觀點</span><b style="mso-bidi-font-weight: normal"><span lang="EN-US" style="color: red; font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">4E</span></b><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">,即<b style="mso-bidi-font-weight: normal"><span style="color: red">體驗</span></b></span><b style="mso-bidi-font-weight: normal"><span lang="EN-US" style="color: red; font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">(Experience)</span></b><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">、<b style="mso-bidi-font-weight: normal"><span style="color: red">娛樂</span></b></span><b style="mso-bidi-font-weight: normal"><span lang="EN-US" style="color: red; font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">(Entertainment)</span></b><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">、<b style="mso-bidi-font-weight: normal"><span style="color: red">表現慾</span></b></span><b style="mso-bidi-font-weight: normal"><span lang="EN-US" style="color: red; font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">(Exhibitionism)</span></b><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">及<b style="mso-bidi-font-weight: normal"><span style="color: red">好消息的分享</span></b></span><b style="mso-bidi-font-weight: normal"><span lang="EN-US" style="color: red; font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">(Evangelizing)</span></b><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">,漸漸取代了</span><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">4P</span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">舊概念(引述自吳凡星,</span><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">2007</span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">)。因此,傳統行銷觀念可能已不符潮流,要創造多元的體驗形式來滿足多元的顧客,才是行銷人員所應聚焦的。<span lang="EN-US"><o:p></o:p></span></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><u><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">Pine &amp; Gilmore</span></u><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">說明體驗行銷的基本觀念,是指在今日以服務為主的經濟產<span lang="EN-US"><o:p></o:p></span></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">業中,多數企業會將體驗包裝於傳統的供給中以求達到更好的銷售效果,而當</span><span lang="EN-US" style="font-family: TimesNewRomanPSMT; mso-font-kerning: 0pt; mso-bidi-font-family: TimesNewRomanPSMT"><o:p></o:p></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">企業運用服務為舞台,商品為道具來為消費者創造難忘的體驗,使消費者融入<span lang="EN-US"><o:p></o:p></span></font></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">當中,體驗因此發生(夏業良、魯煒譯,</span><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">2004</span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">)。<span lang="EN-US"><span style="mso-tab-count: 1">&nbsp;&nbsp;&nbsp; </span><o:p></o:p></span></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><u><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">Schmitt</span></u><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">很早即為體驗行銷概念建構出具體架構,他的定義是個別顧客經由觀察或參與事件後,感受到某些刺激,進而誘發出動機並產生思維認同或購買行為(王育英、梁曉鶯譯,</span><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">2003</span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">)。<span lang="EN-US"><o:p></o:p></span></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><u><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">Wolf</span></u><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT"> </span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">認為,<b style="mso-bidi-font-weight: normal">體驗行銷指的是消費商品從真實商品轉換成感覺商品</b>,且所有的顧客都在感覺產品的過程中尋找快樂的因素(汪睿祥譯,</span><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">2000</span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">)。<span lang="EN-US"><o:p></o:p></span></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><u><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">葉美玲</span></u><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">(</span><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">2006</span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">)則認為體驗行銷是企業由只注重產品功能與效益的方向,進而以消費者為本位擴大著重消費者內心世界的渴望,更滿足消費者購買慾望,而創造</span></font></font><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">出屬於消費者個人更深層的體驗感受,運用各種體驗媒介與策略體驗模組,為</font></font></span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">消費者刻畫深刻的消費印象。<span lang="EN-US"><o:p></o:p></span></font></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font face="Times New Roman"><font size="3"><b style="mso-bidi-font-weight: normal"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">體驗行銷與品牌間亦有緊密之關連</span></b><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">。</span><u><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">Schmitt</span></u><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">除強調品牌行銷為二十一世紀主流,並提到傳統行銷中建立品牌的方式為給予商標、品牌名稱與標語等靜態識別物來創造知曉與形象;而<b style="mso-bidi-font-weight: normal">體驗行銷中則是將品牌與顧客所關懷的所有事物做連結,透過事件與和顧客之間的互動提供一個整合性的整體體驗,以創造關係、情感與品牌所代表的生活型態</b>(王育英、梁曉鶯譯,</span></font><span lang="EN-US" style="font-size: 14pt; font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">2003</span><span style="font-size: 14pt; font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">)<span lang="EN-US"><o:p></o:p></span></span></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span lang="EN-US" style="font-size: 14pt; font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><o:p><font face="Times New Roman">&nbsp;</font></o:p></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span lang="EN-US" style="font-size: 14pt; font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><o:p><font face="Times New Roman">&nbsp;</font></o:p></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><b><span style="font-size: 14pt; font-family: DFKaiShu-SB-Estd-BF,Bold; mso-font-kerning: 0pt; mso-bidi-font-family: 'DFKaiShu-SB-Estd-BF,Bold'"><font face="Times New Roman">傳統行銷與體驗行銷之比較<span lang="EN-US"><o:p></o:p></span></font></span></b></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">除了大環境背景的不同,與建立品牌觀點的差異,體驗行銷更將傳統行銷<span lang="EN-US"><o:p></o:p></span></font></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">模式著重於性能與效益轉變為<b style="mso-bidi-font-weight: normal">帶給顧客整體消費情境與品牌體驗</b>。體驗行銷與</font></font></span><font size="3"><font face="Times New Roman"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">傳統行銷所具備的四項差異為(王育英、梁曉鶯譯,</span><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">2003</span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">):<span lang="EN-US"><o:p></o:p></span></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">(</span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">一</span><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">) </span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">體驗行銷焦點著重於<b style="mso-bidi-font-weight: normal">顧客體驗</b>上,包含了感官、情感、思考、行動與關聯<span lang="EN-US"><o:p></o:p></span></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">等體驗,不似傳統行銷只看重產品所能帶給顧客的性能與效益。<span lang="EN-US"><o:p></o:p></span></font></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">(</span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">二</span><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">) </span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">體驗行銷人員會<b style="mso-bidi-font-weight: normal">了解整體消費情境</b>甚至<b style="mso-bidi-font-weight: normal">塑造消費情境</b>來提供商品與服<span lang="EN-US"><o:p></o:p></span></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">務,以帶給顧客消費時不同於競爭者之體驗,取代過去產品類型與競爭的<span lang="EN-US"><o:p></o:p></span></font></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">狹隘定義,僅將產品分類,然後等顧客上門購買。<span lang="EN-US"><o:p></o:p></span></font></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">(</span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">三</span><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">) </span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">對體驗行銷人員而言,<b style="mso-bidi-font-weight: normal">顧客兼具理性與感性</b>,早期決策者的觀點則認為顧客是理性的。<span lang="EN-US"><o:p></o:p></span></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">(</span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">四</span><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">) </span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">相較於傳統行銷分析、定量與口語的方法論,<b style="mso-bidi-font-weight: normal">體驗行銷的方法與工具是奇</b></span></font></font><font size="3"><font face="Times New Roman"><b style="mso-bidi-font-weight: normal"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">特且多面向的</span></b><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">。<br /><br /><br /><a href="http://album.blog.yam.com/show.php?a=hms9566&amp;f=6276022&amp;i=9288260"><img alt="" src="http://pics10.blog.yam.com/17/userfile/h/hms9566/album/14a4700999de5f.bmp" /></a><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br /></span></font></font>&nbsp;</p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><b><span style="font-size: 14pt; font-family: DFKaiShu-SB-Estd-BF,Bold; mso-font-kerning: 0pt; mso-bidi-font-family: 'DFKaiShu-SB-Estd-BF,Bold'">策略體驗模組<span lang="EN-US"><o:p></o:p></span></span></b></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">行銷的最終目的便是提供顧客有價值的體驗,誘發消費者各個層面的知覺,願意對提供產品或服務之企業產生喜好、給予正面評價,進而願意支付報酬與產生忠誠。欲使此一目的達成,需藉助體驗做為行銷策略與執行的一部分,而被各界視為體驗行銷的理論基礎便是</span><u><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">Schmitt</span></u><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">(1999)</span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">所提出的<b style="mso-bidi-font-weight: normal">策略體驗模組</b></span><b style="mso-bidi-font-weight: normal"><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">(Strategic experiential Modules, SEMs)</span></b><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">。以獨立的結構與<b style="mso-bidi-font-weight: normal">五項不同形式的體驗</b>,期望提供行銷人員達成創造體驗的終極目標。<span lang="EN-US"><o:p></o:p></span></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">(一)<b style="mso-bidi-font-weight: normal">感官體驗</b></span><b style="mso-bidi-font-weight: normal"><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">(Sense)</span></b><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT"><o:p></o:p></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">感官於行銷策略中扮演三大重要角色,分別是區分產品與公司的區分者;<span lang="EN-US"><o:p></o:p></span></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">引發顧客消費動機的激勵者;增加產品價值使顧客可見的價值提供者。感官行<span lang="EN-US"><o:p></o:p></span></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">銷的訴求目標是藉由視覺、聽覺、嗅覺、味覺與觸覺,來創造顧客知覺體驗的<span lang="EN-US"><o:p></o:p></span></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">感覺。經由以上知覺的刺激,提供美學的愉悅、興奮、美麗與滿足,而產生<span lang="EN-US"><o:p></o:p></span></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">Stimulate-Process-Conclusion</span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">(刺激</span><span style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">─</span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">過程</span><span style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">─</span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">結果)的模型。<span lang="EN-US"><o:p></o:p></span></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">(二)<b style="mso-bidi-font-weight: normal">情感體驗</b></span><b style="mso-bidi-font-weight: normal"><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">(Feel)</span></b><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT"><o:p></o:p></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">情感行銷是藉由提供某種體驗,使消費者對公司品牌產生情感的策略方</span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">法。其訴求在於顧客內在的感情與情緒,範圍有品牌與溫和正面的心情連結到</span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">歡樂與驕傲的強烈情緒。情感大多發生於消費期間,由接觸與互動而來,因此</span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">行銷課題最重要的是了解什麼刺激可以引起何種情緒,以及促使消費者自動的</span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">參與。<span lang="EN-US"><o:p></o:p></span></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">(三)<b style="mso-bidi-font-weight: normal">思考體驗</b></span><b style="mso-bidi-font-weight: normal"><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">(Think)</span></b><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT"><o:p></o:p></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">思考行銷是藉由鼓勵顧客從事較費心與較具創意的思考,以促使其對企業<span lang="EN-US"><o:p></o:p></span></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">與產品或服務重新進行評估。其訴求的核心元素為智力,經由驚奇、引起興趣、挑起顧客做集中與分散的思考,而使顧客獲得創造認知與解決問題的體驗。因</span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">此行銷人員於此面向需要了解顧客的知識結構,以及清楚他們所注意與專注的</span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">資源來設計體驗活動。<span lang="EN-US"><o:p></o:p></span></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">(四)<b style="mso-bidi-font-weight: normal">行動體驗</b></span><b style="mso-bidi-font-weight: normal"><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">(Act)</span></b><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT"><o:p></o:p></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">行動行銷策略是設計與創造一個較長期的行為模式與生活形態相關的顧客</span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">體驗,也包含與他人互動結果所產生的體驗。其目標便是藉由增加身體的體驗,<span lang="EN-US"><o:p></o:p></span></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">來指出做事的替代方法和替代的生活型態與互動,並豐富顧客生活。行動體驗<span lang="EN-US"><o:p></o:p></span></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">超越感覺、情感與認知的範圍。顧客可能使用它們的行動(例如生活型態),<span lang="EN-US"><o:p></o:p></span></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">來展現自我觀感與價值。<span lang="EN-US"><o:p></o:p></span></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">(五)<b style="mso-bidi-font-weight: normal">關聯體驗</b></span><b style="mso-bidi-font-weight: normal"><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">(Relation)</span></b><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT"><o:p></o:p></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">關聯隱含著與其他人的一個連結,包括其他社群,或是一個較寬廣、更抽</span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">象的社會實體。關聯行銷是藉由將個人較廣的社會與文化的環境產生關聯,超</span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">越個人感情、認知與行動,常常造成感官、情感、思考與行動的體驗。其訴求</span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">為自我改進的個人渴望(如對未來的理想)與讓他人有好感。使消費者與較為</span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">廣泛的社會系統產生關聯,進而建立強而有利的品牌關係與品牌社群。<span lang="EN-US"><o:p></o:p></span></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">體驗涉及了珍貴的消費經驗,策略模組提供了參考準則。然而體驗訴求很少落在單一的體驗形式,彼此之間多具有關聯性與相互影響,當產品或服務組合了兩種以上的策略模組,即稱為「體驗雛形」。許多企業為了延展體驗訴求,會利用兩個或是更多的策略體驗模組之體驗雛形,要建立體驗雛形,需利用各策略體驗模組的相互作用中不斷延生的銜接點,透過體驗點的銜接,形成整體的行銷體驗,即為「體驗之鑰」</span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">,整體模型因而可以不斷擴充,整體效果將大過於各部份加值的總和。<br /><br /><a href="http://album.blog.yam.com/show.php?a=hms9566&amp;f=6276022&amp;i=9288276"><img alt="" src="http://pics10.blog.yam.com/17/userfile/h/hms9566/album/14a4700c16f2a7.bmp" /></a></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><br />&nbsp;</p><br />
繼續閱讀

以體驗行銷與顧客價值觀點探究民宿特色與服務品牌之權益

<p class="MsoNormal" align="center" style="margin: 0cm 0cm 0pt; text-align: center; mso-layout-grid-align: none"><b><span style="font-size: 20pt; font-family: DFKaiShu-SB-Estd-BF,Bold; mso-font-kerning: 0pt; mso-bidi-font-family: 'DFKaiShu-SB-Estd-BF,Bold'"><font face="Times New Roman">世新大學觀光學系<span lang="EN-US"><o:p></o:p></span></font></span></b></p><p class="MsoNormal" align="center" style="margin: 0cm 0cm 0pt; text-align: center; mso-layout-grid-align: none"><b><span style="font-size: 20pt; font-family: DFKaiShu-SB-Estd-BF,Bold; mso-font-kerning: 0pt; mso-bidi-font-family: 'DFKaiShu-SB-Estd-BF,Bold'"><font face="Times New Roman">碩士學位論文<span lang="EN-US"><o:p></o:p></span></font></span></b></p><p class="MsoNormal" align="center" style="margin: 0cm 0cm 0pt; text-align: center; mso-layout-grid-align: none"><b><span style="font-size: 20pt; font-family: DFKaiShu-SB-Estd-BF,Bold; mso-font-kerning: 0pt; mso-bidi-font-family: 'DFKaiShu-SB-Estd-BF,Bold'"><font face="Times New Roman">以體驗行銷與顧客價值觀點探究民宿特色與<span lang="EN-US"><o:p></o:p></span></font></span></b></p><p class="MsoNormal" align="center" style="margin: 0cm 0cm 0pt; text-align: center; mso-layout-grid-align: none"><b><span style="font-size: 20pt; font-family: DFKaiShu-SB-Estd-BF,Bold; mso-font-kerning: 0pt; mso-bidi-font-family: 'DFKaiShu-SB-Estd-BF,Bold'"><font face="Times New Roman">服務品牌之權益<span lang="EN-US"><o:p></o:p></span></font></span></b></p><p class="MsoNormal" align="center" style="margin: 0cm 0cm 0pt; text-align: center; mso-layout-grid-align: none"><span style="font-size: 20pt; font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font face="Times New Roman">指導教授: 朱于祺 博士<span lang="EN-US"><o:p></o:p></span></font></span></p><p class="MsoNormal" align="center" style="margin: 0cm 0cm 0pt; text-align: center; mso-layout-grid-align: none"><span style="font-size: 20pt; font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font face="Times New Roman">研 究 生: 吳佩璇 撰<span lang="EN-US"><o:p></o:p></span></font></span></p><p class="MsoNormal" align="center" style="margin: 0cm 0cm 0pt; text-align: center"><span style="font-size: 18pt; font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font face="Times New Roman">中華民國九十七年十二月<span lang="EN-US"><o:p></o:p></span></font></span></p><p class="MsoNormal" align="center" style="margin: 0cm 0cm 0pt; text-align: center"><span lang="EN-US" style="font-size: 18pt; font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><o:p><font face="Times New Roman">&nbsp;</font></o:p></span></p><p class="MsoNormal" align="center" style="margin: 0cm 0cm 0pt; text-align: center"><span lang="EN-US" style="font-size: 18pt; font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><o:p><font face="Times New Roman">&nbsp;</font></o:p></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><b><span style="font-family: DFKaiShu-SB-Estd-BF,Bold; mso-font-kerning: 0pt; mso-bidi-font-family: 'DFKaiShu-SB-Estd-BF,Bold'"><font size="3"><font face="Times New Roman">目錄<span lang="EN-US"><o:p></o:p></span></font></font></span></b></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">表目錄</span><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">........................................................... VI<o:p></o:p></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">圖目錄</span><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">..........................................................VIII<o:p></o:p></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">第一章 緒論</span><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">........................................................ 1<o:p></o:p></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">第一節 研究背景與動機</span><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">...............................................1<o:p></o:p></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">第二節 研究目的</span><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">................................................... 4<o:p></o:p></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">第三節 研究步驟與流程</span><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">........................................ 4<o:p></o:p></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">第四節 研究範圍與對象</span><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">........................................ 6<o:p></o:p></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">第二章 文獻探討</span><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">.................................................. 7<o:p></o:p></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">第一節 民宿之相關探究</span><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">......................................... 7<o:p></o:p></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">第二節 體驗行銷之探究</span><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">........................................... 14<o:p></o:p></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">第三節 顧客消費體驗價值之探究</span><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">................................... 25<o:p></o:p></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">第四節 服務品牌權益之探究</span><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">....................................... 36<o:p></o:p></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">第五節 變數間相關文獻</span><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">........................................... 43<o:p></o:p></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">第三章 研究方法</span><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">................................................. 45<o:p></o:p></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">第一節 研究架構</span><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">.............................................. 45<o:p></o:p></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">第二節 研究假設</span><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">.............................................. 46<o:p></o:p></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">第三節 操作型變數之定義</span><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">.................................... 48<o:p></o:p></span></font></font></p><p class="MsoNormal" align="center" style="margin: 0cm 0cm 0pt; text-align: center"><font size="3"><font face="Times New Roman"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">第四節 研究設計</span><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">.......................................50<o:p></o:p></span></font></font></p><p class="MsoNormal" align="center" style="margin: 0cm 0cm 0pt; text-align: center"><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT"><o:p><font face="Times New Roman" size="3">&nbsp;</font></o:p></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">第五節 問卷試測、修正與發放</span><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">.......................... 52<o:p></o:p></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">第六節 統計資料分析</span><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">.................................. 56<o:p></o:p></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">第四章 資料分析與研究討論</span><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">............................ 58<o:p></o:p></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">第一節 樣本資料回收情形</span><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">.............................. 58<o:p></o:p></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">第二節 樣本資料分析</span><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">................................. 59<o:p></o:p></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">第三節 研究變項敘述性統計分析</span><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">.................... 60<o:p></o:p></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">第四節 民宿特色與體驗行銷之變異數分析</span><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">......... 67<o:p></o:p></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">第五節 體驗行銷、顧客消費價值與品牌權益之皮爾森相關分析</span><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">.. 68<o:p></o:p></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">第六節 民宿特色與品牌權益之變異數分析</span><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">.................. 73<o:p></o:p></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">第七節 </span><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">t </span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">檢定</span><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">......................................... 73<o:p></o:p></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">第五章 結論與建議</span><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">.................................... 77<o:p></o:p></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">第一節 結論</span><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">......................................... 77<o:p></o:p></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">第三節 經營管理之意涵</span><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">................................ 79<o:p></o:p></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">第四節 研究限制與後續研究之建議</span><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">............... 80<o:p></o:p></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">參考文獻</span><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">.......................................... 83<o:p></o:p></span></font></font></p><p class="MsoNormal" align="center" style="margin: 0cm 0cm 0pt; text-align: center"><font size="3"><font face="Times New Roman"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">附錄</span><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">......................................... 90<o:p></o:p></span></font></font></p><p class="MsoNormal" align="center" style="margin: 0cm 0cm 0pt; text-align: center"><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT"><o:p><font face="Times New Roman" size="3">&nbsp;</font></o:p></span></p><p class="MsoNormal" align="center" style="margin: 0cm 0cm 0pt; text-align: center"><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT"><o:p><font face="Times New Roman" size="3">&nbsp;</font></o:p></span></p><p class="MsoNormal" align="center" style="margin: 0cm 0cm 0pt; text-align: center"><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT"><o:p><font face="Times New Roman" size="3">&nbsp;</font></o:p></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><b><span style="font-family: DFKaiShu-SB-Estd-BF,Bold; mso-font-kerning: 0pt; mso-bidi-font-family: 'DFKaiShu-SB-Estd-BF,Bold'"><font size="3"><font face="Times New Roman">第一章 緒論<span lang="EN-US"><o:p></o:p></span></font></font></span></b></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><b><span style="font-family: DFKaiShu-SB-Estd-BF,Bold; mso-font-kerning: 0pt; mso-bidi-font-family: 'DFKaiShu-SB-Estd-BF,Bold'"><font size="3"><font face="Times New Roman">第一節 研究背景與動機<span lang="EN-US"><o:p></o:p></span></font></font></span></b></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">自民國九十年起,政府開始實施「週休二日制」,並於當年十二月頒布並<span lang="EN-US"><o:p></o:p></span></font></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">實施「民宿管理辦法」。由於政府積極推動觀光休閒產業等的相關措施,使得<span lang="EN-US"><o:p></o:p></span></font></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">國人旅遊型態由工作一段時日後累積假期出國走訪,逐漸轉為天數少、路程短、<span lang="EN-US"><o:p></o:p></span></font></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">容易掌控的國內旅遊,搭配週休二日之政策,國人則無須匆匆忙忙的結束遊程。<span lang="EN-US"><o:p></o:p></span></font></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">加上現代人生活壓力大,需要走出戶外接近大自然,抒解平常生活壓力,而民<span lang="EN-US"><o:p></o:p></span></font></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">宿大多與市郊景點相結合,並發展出自有特色,因此「民宿」成為一個近年來<span lang="EN-US"><o:p></o:p></span></font></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">國人外出旅遊住宿的重要選擇。<span lang="EN-US"><o:p></o:p></span></font></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="color: red; font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">隨著國民生活方式改變,經濟、社會環境之變遷,大眾傳媒和政府相關單<span lang="EN-US"><o:p></o:p></span></font></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><span style="color: red; font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">位之推廣</span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">,民宿成為我國觀光產業帶來重要營收。由交通部觀光局之統計,民<span lang="EN-US"><o:p></o:p></span></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">國九十四年九月之經營民宿總家數為</span><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">1845</span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">家,當中合法家數為</span><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">1097</span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">家;至民國<span lang="EN-US"><o:p></o:p></span></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">九十五年民宿總家數增為</span><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">1970</span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">家,當中合法家數為</span><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">1580</span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">家;民國九十六年民宿<span lang="EN-US"><o:p></o:p></span></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">總家數則暴增至</span><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">2601</span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">家,合法家數為</span><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">2174</span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">家(表</span><st1:chsdate w:st="on" isrocdate="False" islunardate="False" day="1" month="1" year="2001"><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">1-1-1</span></st1:chsdate><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">),可見民宿產業發展之<span lang="EN-US"><o:p></o:p></span></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">迅速。與旅館業者相較,民宿多為自家經營,藉由該地區特色結合旅遊活動以<span lang="EN-US"><o:p></o:p></span></font></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">推廣鄉野文化與休閒遊憩活動為訴求。今日民宿業軟硬體設備越來越精緻化,<span lang="EN-US"><o:p></o:p></span></font></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">並且打著休閒、交誼和全方位體驗等訴求以對抗旅館業。此外,民宿業者之親<span lang="EN-US"><o:p></o:p></span></font></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">和、純樸之魅力,更是吸引消費者的重要因素。<span lang="EN-US"><o:p></o:p></span></font></font></span></p><p class="MsoNormal" align="center" style="margin: 0cm 0cm 0pt; text-align: center"><span lang="EN-US" style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><o:p><font face="Times New Roman" size="3">&nbsp;</font></o:p></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; text-indent: 24pt; mso-layout-grid-align: none; mso-char-indent-count: 2.0"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">目前台灣民宿雖然有兩千多家,但因為台灣地理形態多元,各地文化風俗<span lang="EN-US"><o:p></o:p></span></font></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">不一,活動也包羅萬象,使得民宿在分類上有其難度。而資源分配不均,地方<span lang="EN-US"><o:p></o:p></span></font></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">政府對各地觀光投入比重不一,也使得各家民宿的品質良窈不齊。儘管政府於<span lang="EN-US"><o:p></o:p></span></font></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">2001</span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">年底公佈並實施民宿管理辦法,將民宿發展正式納入法律規範,然該產業<span lang="EN-US"><o:p></o:p></span></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">仍屬成長階段,因此需要更多產、官、學界的研究與投入以協助其發展,使之<span lang="EN-US"><o:p></o:p></span></font></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">成為觀光產業之顯學。<span lang="EN-US"><o:p></o:p></span></font></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><span style="color: red; font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">服務經濟時代的來臨與消費者意識的抬頭</span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">,使得民宿業者的競爭日益激<span lang="EN-US"><o:p></o:p></span></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">烈,也使得各個民宿服務業者,不得不<span style="color: red">重新檢視自我,重新打造良好的經營體<span lang="EN-US"><o:p></o:p></span></span></font></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><span style="color: red; font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">質,以贏得消費者青睞,進而建立長期的競爭優勢</span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">。<span lang="EN-US"><o:p></o:p></span></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><span style="color: red; font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">現今消費者的消費目的包括了理性功能面與享樂體驗的感性面 </span><span lang="EN-US" style="color: red; font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">(Holbrook<o:p></o:p></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><span lang="EN-US" style="color: red; font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">&amp; Hirschman, 1982)</span><span style="color: red; font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">。企業經營者將體驗視為一個成功經營品牌的首要考量因<span lang="EN-US"><o:p></o:p></span></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="color: red; font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">子,還與傳統行銷著重於產品性能與效益面不同,而更強調產品功能、效用及<span lang="EN-US"><o:p></o:p></span></font></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><span style="color: red; font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">品牌形象(葉美玲,</span><span lang="EN-US" style="color: red; font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">2006</span><span style="color: red; font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">)。觀光休閒業亦同,尤其在這體驗經濟的時代,人<span lang="EN-US"><o:p></o:p></span></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="color: red; font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">們從事旅行的機會與過去相較大幅增加,各個熱門景點對消費者來說,不再是<span lang="EN-US"><o:p></o:p></span></font></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><span style="color: red; font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">初次體驗,越來越多民眾追求的是更深入與長時間的「體驗式的旅遊」</span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">。而民<span lang="EN-US"><o:p></o:p></span></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">宿除了提供住宿、餐飲服務外,還能兼賞自然風光或人為美景,對現今的消費<span lang="EN-US"><o:p></o:p></span></font></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">者而言,住民宿不僅是睡眠、當旅遊中繼站而已,享受民宿的氣氛、所提供的<span lang="EN-US"><o:p></o:p></span></font></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">附加服務以及延伸出的體驗價值也是很重要的消費目的。換句話說,民宿空間<span lang="EN-US"><o:p></o:p></span></font></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">所營造出來的氣氛、讓顧客涉入參與的程度、民宿相關人事物所帶給顧客之感<span lang="EN-US"><o:p></o:p></span></font></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">受和帶給顧客的新奇體驗</span><span style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">&hellip;</span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">等,都是消費者所重視的項目。因此,民宿已經成<span lang="EN-US"><o:p></o:p></span></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">為深入體驗式旅遊的核心。<span lang="EN-US"><o:p></o:p></span></font></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none">此外,<span style="font-size: small">近年來<span style="color: #ff0000">學者 Schmitt(1999) <span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">年所提出的體驗行銷觀</span></span><span style="color: #ff0000"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">念</span></span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">,備受企業重視<font face="Times New Roman">。相對於傳統行銷注重產品的性能及利益,體驗行銷則將焦點放在</font><span style="color: #ff0000"><font face="Times New Roman">顧客體驗</font></span></span></span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font face="Times New Roman"><span lang="EN-US"><o:p></o:p></span></font></span></p><p class="MsoNormal" align="center" style="margin: 0cm 0cm 0pt; text-align: center"><span style="font-size: small"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font face="Times New Roman">上,<span style="color: #ff0000">提供感官、情感、思考、行動及關聯上的價值</span>。運用此一概念來行銷無形</font></span></span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font face="Times New Roman"><span lang="EN-US"><o:p></o:p></span></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-size: small"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">而講求體驗訴求的旅遊商品,是再恰當也不過。</span><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">Sheth(1991) </span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">等學者指出未來</span></span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><span lang="EN-US"><o:p></o:p></span></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-size: small"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font face="Times New Roman">的行銷將建立在消費者體驗上,並</font></span></span><span style="color: #ff0000"><span style="font-size: small"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font face="Times New Roman">提出功能、情感、社會、知識、和條件五大</font></span></span></span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font face="Times New Roman"><span lang="EN-US"><o:p></o:p></span></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="color: #ff0000"><span style="font-size: small"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">價值構面,作為消費體驗後之所得</span></span></span><span style="font-size: small"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">,其觀念與 </span>Schmitt 學者不謀而合。本論文</span><span lang="EN-US"><o:p></o:p></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-size: small"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font face="Times New Roman">即期望藉體驗行銷與顧客消費價值的概念,加以研究民宿之經營概況,並劃分</font></span></span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font face="Times New Roman"><span lang="EN-US"><o:p></o:p></span></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-size: small"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font face="Times New Roman">民宿特色以了解其對顧客體驗之影響。</font></span></span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font face="Times New Roman"><span lang="EN-US"><o:p></o:p></span></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; text-indent: 30pt; mso-layout-grid-align: none; mso-char-indent-count: 2.5"><span style="color: #ff0000"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">品牌體驗</font></font></span></span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">是帶給顧客體驗價值的一項重要管道。顧客在從事商品或服務消</font></font></span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">費時,會考量多方面的消費風險,諸如價格、成本、可及性、故障、品質、維</font></font></span><font size="3"><font face="Times New Roman"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">修</span><span style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">&hellip;</span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">等等,儘管顧客有很多方法來控制這些購買風險,但是選擇自己相信的品</span></font></font><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">牌是一種途徑,特別是選擇自己有過良好體驗的品牌。</font></font></span><span style="color: #ff0000"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">就服務業而言,「體驗」</font></font></span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">更是評價品牌的重要關鍵元素</font></font></span></span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">,由於服務的消費與生產常同時進行,服務體驗</font></font></span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">將導致消費時的行為、感受和思考等,也將影響顧客對品牌認識與品牌形象的</font></font></span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">知覺。<span lang="EN-US"><o:p></o:p></span></font></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">Keller(1993) </span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">指出當顧客對某品牌熟悉,於記憶中存有認同、強烈且獨特<span lang="EN-US"><o:p></o:p></span></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">的相關聯想時,此一品牌即產生以顧客為基礎的品牌權益 </span><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">(customer-based<o:p></o:p></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">brand equity)</span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">。後續學者 </span><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">Berry(2000) </span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">在建構服務品牌模組時,運用且延伸了<span lang="EN-US"><o:p></o:p></span></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><font size="3"><font face="Times New Roman"><span lang="EN-US" style="font-family: ArialMT; mso-font-kerning: 0pt; mso-bidi-font-family: ArialMT">Keller </span><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF">的品牌權益概念,認為服務企業自有的推廣呈現、外部傳播與顧客之親<span lang="EN-US"><o:p></o:p></span></span></font></font></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">身體驗都將影響品牌知曉與品牌形象。其中,公司本身的推廣,直接影響到該<span lang="EN-US"><o:p></o:p></span></font></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">品牌的建立;而顧客體驗則是對品牌形象有直接的影響性。此一觀念於民宿產<span lang="EN-US"><o:p></o:p></span></font></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">業中,仍少見學者加以討論與應用。不同於零售業與其他服務業,民宿業者屬<span lang="EN-US"><o:p></o:p></span></font></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">各自獨立的小本營運,品牌分眾,多數民宿無法如南投清境之香格里拉、烏來<span lang="EN-US"><o:p></o:p></span></font></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">之卡莎米亞等有集團贊助經營,可以統一其稱號與標誌,並有足夠資本額與傳<span lang="EN-US"><o:p></o:p></span></font></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">媒合作提昇其知名度,因此難以建立強力品牌,亦即難以讓未曾體驗之顧客對<span lang="EN-US"><o:p></o:p></span></font></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">其品牌有深刻印象。故此研究中,加以探究品牌權益,希望透過業者帶給顧客<span lang="EN-US"><o:p></o:p></span></font></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">的體驗,去了解該體驗對品牌知曉與品牌形象之影響。期望透過這樣的研究,<span lang="EN-US"><o:p></o:p></span></font></font></span></p><p class="MsoNormal" align="center" style="margin: 0cm 0cm 0pt; text-align: center"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">能提供一個準則讓民宿經營管理者了解體驗行銷的應用,進而提升整體民宿業<span lang="EN-US"><o:p></o:p></span></font></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">者之品質,也帶給消費者更多元的體驗空間。<span lang="EN-US"><o:p></o:p></span></font></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><b><span style="font-family: DFKaiShu-SB-Estd-BF,Bold; mso-font-kerning: 0pt; mso-bidi-font-family: 'DFKaiShu-SB-Estd-BF,Bold'"><font size="3"><font face="Times New Roman">第二節 研究目的<span lang="EN-US"><o:p></o:p></span></font></font></span></b></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">本研究目的,可歸納為兩大方面來探究。就消費者而論之,現代人越來越<span lang="EN-US"><o:p></o:p></span></font></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">重視體驗式旅遊,而住宿也被納入體驗遊程當中重要的一環,遊客會希望從住<span lang="EN-US"><o:p></o:p></span></font></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">宿經驗中,獲得相對的價值,欲了解業者是否能藉此為顧客創造價值及如何創<span lang="EN-US"><o:p></o:p></span></font></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">造價值,為本研究一大重要目的。<span lang="EN-US"><o:p></o:p></span></font></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">而目前兩千多家的民宿,對遊客來說,似乎沒什麼差異性,缺乏具代表性<span lang="EN-US"><o:p></o:p></span></font></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">使人印象深刻的民宿品牌,亦及品牌知曉與形象不夠鮮明,如何透過顧客體驗<span lang="EN-US"><o:p></o:p></span></font></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">來提昇自身的品牌權益,為本研究另一個目的。<span lang="EN-US"><o:p></o:p></span></font></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">整體研究目的歸納如下:<span lang="EN-US"><o:p></o:p></span></font></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">一、 探討民宿的特色對於顧客體驗的影響。<span lang="EN-US"><o:p></o:p></span></font></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">二、 探討顧客體驗與消費價值之間的相關性。<span lang="EN-US"><o:p></o:p></span></font></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">三、 探討顧客體驗與民宿品牌權益之間的相關性。<span lang="EN-US"><o:p></o:p></span></font></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">四、 探討顧客消費價值與民宿品牌權益之間的相關性<span lang="EN-US"><o:p></o:p></span></font></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">五、 探討民宿的特色對於民宿品牌權益的影響。<span lang="EN-US"><o:p></o:p></span></font></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><b><span style="font-family: DFKaiShu-SB-Estd-BF,Bold; mso-font-kerning: 0pt; mso-bidi-font-family: 'DFKaiShu-SB-Estd-BF,Bold'"><font size="3"><font face="Times New Roman">第三節 研究步驟與流程<span lang="EN-US"><o:p></o:p></span></font></font></span></b></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">本研究分為五大章節,第一章為緒論,內容包括闡述研究背景、動機、目<span lang="EN-US"><o:p></o:p></span></font></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">的、研究流程與步驟,並擬定本研究之範圍及對象。第二章節為文獻探討,首<span lang="EN-US"><o:p></o:p></span></font></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">先針對台灣民宿業者現況進行概述;接著回顧體驗行銷、體驗價值與服務品牌<span lang="EN-US"><o:p></o:p></span></font></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">權益等相關國內外學者之研究報告、論文與期刊;最後為各變項之間關係的研<span lang="EN-US"><o:p></o:p></span></font></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">究報告。第三章研究方法,則是以各研究理論為基本藍圖,根據本研究動機與<span lang="EN-US"><o:p></o:p></span></font></font></span></p><p class="MsoNormal" style="margin: 0cm 0cm 0pt; mso-layout-grid-align: none"><span style="font-family: DFKaiShu-SB-Estd-BF; mso-font-kerning: 0pt; mso-bidi-font-family: DFKaiShu-SB-Estd-BF"><font size="3"><font face="Times New Roman">目的,建構出研究架構與研究假說,並針對各操作型變項下定義;接著設計研<span lang="EN-US"><o:p></o:p></span></font></font></span></p><span style="font-size: 12pt; font-family: DFKaiShu-SB-Estd-BF; mso-bidi-font-family: DFKaiShu-SB-Estd-BF; mso-hansi-font-family: 'Times New Roman'; mso-ansi-language: EN-US; mso-fareast-language: ZH-TW; mso-bidi-language: AR-SA"><font face="新細明體">究進行方式,包含問卷設計、抽樣方式與資料分析方式。第四章為研究結果與</font></span>
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