基于顧客感知價值的旅行社產(chǎn)品體驗營銷實證研究.pdf

1、湖南大學(xué)碩士學(xué)位論文基于顧客感知價值的旅行社產(chǎn)品體驗營銷實證研究姓名：陳小春申請學(xué)位級別：碩士專業(yè)：企業(yè)管理指導(dǎo)教師：賀愛忠20080902碩上學(xué)位論文AbstractForalongtimeinChina，tourists’demandshavebeenenormouslyneglectedbecauseofthesimilarityandlowpricecompetitionofthetravelagencyproducts，and

2、thiscausestourists’greatdissatisfactionWiththeincreasingofthetouristmarketcompetitionandtouristdemands，thereappearsthepersonalizationofpeople’SexperiencedemandsThus，thetravelagencyindustrypaysmoreandmoreattentiontotheres

3、earchontourismmarketingBasedonthetourists’perceivedvalue，usingnewmarketingideas，ittakesongreattheoreticalvalueandpracticalsignificancetomakefurtherstudyonexperiencemarketingoftravelagencyproductsatpresentThetheoryofcusto

4、merperceivedvalueistheneworiginofenterprisecompetitiveadvantage，andalsothelatestdevelopmentofthetheoryofmarketingmanagementExperiencemarketingisanewmodeofmarketingasaresultofmeetingtheneedsofcustomer’Sexperienceconsumpti

5、onwiththedevelopmentofexperienceeconomyThispaperrevealsthattravelagencyproductshouldprofoundlygraspconsumerexperience，establishcorrespondingexperiencemarketingstrategy，andprovideexperiencetotheconsumerbyallmeans。Onlyinth

6、iswaycanthetravelagencyindustrywinthecompetitiveadvantageintheintensemarketcompetitionBasedonthetheoriesofcustomerperceptionvalueandexperiencemarketing，profitingfromtherelatedexperiencemarketingmodel，theconceptualmodelof

7、thispaperisconstructedbyreadingmassiverelateddomesticandforeigndocumentsInthemeanwhile，throughanalyzingandintegrating，thispaperworksoutasetofmeasuringscalesofperceptionandexperiencemarketingforthetravelagencyproductsTaki

8、ngthetouristswhoonceparticipatedandthosewhoarenOWparticipatinginthegrouptourofthetravelagencyasthestudyobjects，itcarriesonthequestionnairesurveyandfinallyobtains165effectivesamplesOnthebasisoftheresultsoftheempiricalstud

9、y，themainresearchconclusionsofthispaperareasfollows：Allotherelements，exceptfortheproductsofadvantagelosingperception，haveremarkableinfluenceontheactualperceptionofexperiencemarketingTheperceptionoftravelagencyproductsand

10、thefourfactorsofexperiencemarketinghaveremarkableinfluenceontheeffectsofexperiencemarketingTourists’expectationsofexperiencehaveinfluenceontheactualperceptionandtheeffectsofexperiencemarketingThedifferentpopulmionstatist