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    Please use this identifier to cite or link to this item: http://chur.chu.edu.tw/handle/987654321/28858


    Title: 體驗行銷之重要性及滿意度分析-以華陶窯為例
    Authors: 徐子光
    Hsu, Tzu-Kuang
    Contributors: 國際企業學系
    International Business
    Keywords: 體驗行銷;滿意度;重要缺口分析
    experiential marketing;satisfaction;IPGA
    Date: 2013
    Issue Date: 2014-06-27 00:11:01 (UTC+8)
    Abstract: 隨著消費型態的改變，現今消費者重視的已不只是商品的實用性或服務本身，而是尋求消費過程中獨一無二的體驗，故體驗行銷的重要性不言而喻。傳統文創產業也因應時代趨勢與潮流，在政府推動「創意生活產業」之輔導方案的協助下，進行轉型，為產業找到一條新的出路。
    本研究以富有深度體驗的本土文化創意產業代表性業者之一「華陶窯」為研究對象，共發放350份問卷，回收有效問卷328份。探討遊客對華陶窯體驗活動的重視性及滿意度，並藉由IPGA分析法，找出主要待改善的體驗項目及分析未達遊客期望且最迫切待改善之處。
    研究結果顯示，受
    In consumption patterns change, consumer attention is not just the practicality of goods or services, but rather to seek a unique experience in the consumer process. Therefore, the experiential marketing is important. Traditional cultural and creative ind
    Appears in Collections:[Department of International Business] Journal Articles

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