顧客滿(mǎn)意下咖啡館體驗(yàn)營(yíng)銷(xiāo)模式探析的論文
本論文以鄭州市咖啡館為研究對(duì)象。在理論分析中，對(duì)國(guó)內(nèi)外體驗(yàn)營(yíng)銷(xiāo)相關(guān)理論和顧客滿(mǎn)意理論進(jìn)行梳理，結(jié)合鄭州市的發(fā)展現(xiàn)狀分析咖啡館營(yíng)銷(xiāo)環(huán)境。在實(shí)證分析中，借鑒 Schmitt 的體驗(yàn)?zāi)K提出鄭州市咖啡館體驗(yàn)營(yíng)銷(xiāo)的模型，在該模型的基礎(chǔ)上形成本論文的調(diào)查問(wèn)卷，包含五個(gè)變量（咖啡館感官體驗(yàn)、咖啡館情感體驗(yàn)、咖啡館思考體驗(yàn)、咖啡館行動(dòng)體驗(yàn)、咖啡館關(guān)聯(lián)體驗(yàn)）和 25 個(gè)二級(jí)因素指標(biāo)，運(yùn)用 SPSS17.0 軟件對(duì)調(diào)查問(wèn)卷的初始數(shù)據(jù)進(jìn)行統(tǒng)計(jì)分析，得出咖啡館顧客體驗(yàn)與顧客滿(mǎn)意度之間的關(guān)系以及影響程度，計(jì)算出鄭州市咖啡館顧客整體滿(mǎn)意度，運(yùn)用重要性--滿(mǎn)意度四分圖法將影響因素劃分到四個(gè)象限，本論文主要對(duì)落入急需改進(jìn)區(qū)的影響因素，提出更具有針對(duì)性的體驗(yàn)營(yíng)銷(xiāo)策略。
研究結(jié)果表明：咖啡館感官體驗(yàn)、咖啡館情感體驗(yàn)、咖啡館行動(dòng)體驗(yàn)、咖啡館思考體驗(yàn)、咖啡館關(guān)聯(lián)體驗(yàn)對(duì)顧客滿(mǎn)意度均有顯著的正相關(guān)關(guān)系，五個(gè)變量按對(duì)顧客滿(mǎn)意度的影響程度從大到小排列：感官體驗(yàn)、情感體驗(yàn)、行動(dòng)體驗(yàn)、思考體驗(yàn)、關(guān)聯(lián)體驗(yàn)。在鄭州市咖啡館體驗(yàn)營(yíng)銷(xiāo)策略研究部分，根據(jù)重要性--滿(mǎn)意度四分圖將影響因素劃分到不同的象限內(nèi)，主要針對(duì)急需改進(jìn)區(qū)的影響因素，提出優(yōu)化咖啡館顧客體驗(yàn)營(yíng)銷(xiāo)建議。
通過(guò)研究，文章提出的具體對(duì)策主要包括以下五個(gè)方面：建立全方位的感官體驗(yàn)策略；營(yíng)造全新的情感體驗(yàn)策略；激發(fā)有創(chuàng)意的思考體驗(yàn)策略；打造多層次的行動(dòng)體驗(yàn)策略；增強(qiáng)有感召力的關(guān)聯(lián)體驗(yàn)策略。希望通過(guò)這些體驗(yàn)營(yíng)銷(xiāo)策略的實(shí)施，提高鄭州市咖啡館的顧客滿(mǎn)意度，促進(jìn)顧客忠誠(chéng)的形成。最后，指出研究的局限性，對(duì)后續(xù)研究進(jìn)行了展望。
ABSTRACT
The progress of science and technology makes the product homogeneity, and the homogenizationof products also promote the fierce competition in the market. The unique experience is becoming moreand more important, enterprises only have a good grasp of the real needs of customers, to providecustomers high-quality products, humanized service, and consumer desire experience, can make theexperience something of real value, which will help rnterprises survive in the long and fierce competition.
This has become the key to the success of the enterprise in the experience of the economic revolution.
Zhengzhou, the capital of Henan Province, and the largest city in the Central Plains, which has theconvenient transportation and developed economy, which also has provided the good conditions for thedevelopment of the café。 The cafe is a place for people to relax and dining, and is the fashion place of theurban population's entertainment, which has been more and more popular with consumers. If Cafeteriawant to get long-term development, it is necessary to get more customer resources in the terminal market.
And a good experience will become a powerful weapon for customer terminal resource battle.
This paper takes Zhengzhou cafe as the research object. In the theoretical analysis, the domesticand foreign experience marketing theory and customer satisfaction theory are analyzed. According to thestatusquo of the development of Zhengzhou to analyze the café‘s marketing environment. In the empiricalanalysis, the model of experiential marketing of Zhengzhou coffee shop is proposed by the experiencemodule proposed by Schmitt. On the basis of the model form the questionnaire contains five variables and25 secondary factors. By using SPSS17.0 statistical software to analyze the initial data of the questionnaire,the relationship between experience marketing and customer satisfaction, the influence degree of the coffeeshop was obtained, and the overall customer satisfaction degree of Zhengzhou coffee shop was calculated.
By using the importance - satisfaction four points chart will affect the factors divided into four quadrants,influencing factors can be concluded that what factors are needed to be improved in Zhengzhou's cafe.
The conclusions of this study are summarized as following: cafe sensory experience, cafe feelingexperience, cafe action experience, cafe thinking experience and cafe relation experience on customersatisfaction have significant positive correlation. According to the effect of the size on customer satisfaction,five variables are arranged in the order of sensory experience, feeling experience, action experience,thinking experience, relation experience. In the section of experience marketing strategies of cafe inZhengzhou, according to the importance - satisfaction quarter Figure factors will be divided into differentquadrants. Marketing suggestions are put forward for urgent need to improve the area of influencefactors.so as to help improve customer satisfaction and formation of customer loyalty. The paper gives therecommendations of the Zhengzhou's cafe as shown: establish comprehensive sensory experience strategy;build new feeling experience strategy; stimulate creative thinking experience strategy; establish multi-levelaction experience strategy; enhance charismatic association experience strategy. In the end, this studyshows the limitations and future directions of this research.
KEY WORDS: cafe, experience, experience marketing, customer satisfaction, demonstration analysis
目 錄
摘 要
ABSTRACT
第一章 緒論
1.1 選題背景及研究意義
1.1.1 選題背景
1.1.2 研究意義
1.2 研究方法
1.3 研究?jī)?nèi)容
1.4 論文技術(shù)路線
1.5 研究的創(chuàng)新與不足
1.5.1 研究的創(chuàng)新點(diǎn)
1.5.2 研究的不足之處
第二章 文獻(xiàn)綜述
2.1 體驗(yàn)營(yíng)銷(xiāo)的相關(guān)理論
2.1.1 體驗(yàn)的內(nèi)涵
2.1.2 體驗(yàn)營(yíng)銷(xiāo)的內(nèi)涵
2.1.3 體驗(yàn)營(yíng)銷(xiāo)的特征
2.1.4 顧客體驗(yàn)的維1度
2.1.5 體驗(yàn)營(yíng)銷(xiāo)的策略研究
2.2 顧客滿(mǎn)意的`相關(guān)理論
2.2.1 顧客滿(mǎn)意的定義
2.2.2 顧客滿(mǎn)意度的測(cè)量
2.2.3 顧客滿(mǎn)意度相關(guān)模型
2.3 本章小結(jié)
第三章 研究方案設(shè)計(jì)
3.1 研究假設(shè)
3.2 模型設(shè)定
3.3 研究變量可操作化界定
3.3.1 研究變量釋義
3.3.2 顧客體驗(yàn)量表
3.3.3 顧客滿(mǎn)意度量表
3.4 問(wèn)卷設(shè)計(jì)與抽樣調(diào)查
3.4.1 問(wèn)卷設(shè)計(jì)
3.4.2 抽樣調(diào)查
第四章 鄭州市咖啡館顧客體驗(yàn)對(duì)顧客滿(mǎn)意度的影響分析
4.1 描述性分析
4.1.1 樣本的描述性統(tǒng)計(jì)分析
4.1.2 測(cè)量指標(biāo)的描述性統(tǒng)計(jì)分析
4.2 數(shù)據(jù)的有效性分析
4.2.1 信度分析
4.2.2 效度分析
4.3 數(shù)據(jù)分析與假設(shè)檢驗(yàn)
4.3.1 因子分析
4.3.2 相關(guān)分析
4.3.3 回歸分析
4.4 鄭州市咖啡館各因素滿(mǎn)意度分析
4.4.1 確定指標(biāo)權(quán)重的相關(guān)理論
4.4.2 各因子顧客滿(mǎn)意度的計(jì)算
4.4.3 顧客整體滿(mǎn)意度的計(jì)算
4.5 重要性--滿(mǎn)意度分析
4.5.1 重要性--滿(mǎn)意度四分圖
4.5.2 各要素重要性--滿(mǎn)意度四分圖分析
4.6 本章小結(jié)
第五章 鄭州市咖啡館體驗(yàn)營(yíng)銷(xiāo)策略研究
5.1 建立全方位的感官體驗(yàn)策略
5.1.1 強(qiáng)化主題風(fēng)格
5.1.2 優(yōu)化背景音樂(lè)
5.1.3 保持咖啡自然香氣
5.1.4 提供多樣化產(chǎn)品
5.2 營(yíng)造全新的情感體驗(yàn)策略
5.2.1 洞察顧客心情與情緒
5.2.2 提供貼心服務(wù)
5.2.3 營(yíng)造情感氛圍
5.3 激發(fā)有創(chuàng)意的思考體驗(yàn)策略
5.3.1 把握求知欲，提供知識(shí)學(xué)習(xí)空間
5.3.2 巧設(shè)懸念，激發(fā)好奇心
5.4 打造多層次的行動(dòng)體驗(yàn)策略
5.4.1 鼓勵(lì)顧客參與活動(dòng)
5.4.2 提供增值服務(wù)
5.5 深化全面的關(guān)聯(lián)體驗(yàn)策略
5.5.1 塑造品牌，構(gòu)建企業(yè)文化
5.5.2 彰顯顧客身份，增強(qiáng)社群歸屬感
5.5.3 拓寬渠道，宣傳咖啡文化
5.6 本章小結(jié)
第六章 結(jié)論與展望
6.1 結(jié)論
6.2 研究的局限性與展望
6.2.1 研究的局限性
6.2.2 研究展望
參考文獻(xiàn)
致 謝
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