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论文编号：	5174
作者编号：	2120112577
上传时间：	2013/6/4 18:26:32
中文题目：	文化体验型书店顾客价值曲线与体验营销策略研究
英文题目：	Research on the Customer Value Curve and Experiential Marketing Tactics of Cultural Experiential Bookstores
指导老师：	张金成
中文关键字：	文化体验型书店 顾客价值曲线 体验营销
英文关键字：	Cultural Experiential Bookstores；The Customer Value Curve；Experiential Marketing
中文摘要：	书店作为城市文化传播的载体，反映着城市精神文明建设的繁荣程度，是人们生活中不可或缺的部分。然而传统实体书店行业面对电商的冲击和高额的经营成本，纷纷遭遇经营瓶颈。文化体验型书店能够利用顾客直接接触这个网络书店无法比拟的空间优势，为读者提供体验服务带来的溢价，是本文研究的重点。本文希望能够运用体验营销策略促使实体书店这个利润微薄的行业，发挥其独具的多维度文化空间优势，通过打造文艺优雅的阅读空间，营造顾客与书店之间的思想交流氛围，在跨界经营中推广读书文化，增加消费者对于精神生活和文化生活的认同感以及归属感，从而产生难忘的体验。本文首先介绍了文化体验型书店的发展与经营特点以及存在的误区，并进行顾客群划分，在此基础上分析了体验经济时代下读者异质化的商品与服务新需求。之后在进行SERVQUAL量表调研的基础上绘制文化体验型书店的价值曲线，并运用价值创新工具发现新的读者群体与客户需求，重建市场边界。论文在对有关理论书籍、行业期刊、学术报告及专业论文做了深入研究的基础上，在MBA群体中进行调研，为本论文所要研究的主要问题打下了非常坚实的基础。在此基础上，本文从施密特提出的五感营销策略出发，运用交流、视觉和语言识别、产品展示、联合宣传品牌、空间环境、电子媒介和人等七个体验工具，从感官、感受、思想、行动、相关等角度分析了文化体验型书店采取的体验营销策略。在案例分析中，作者对台湾文化地标“诚品书店”的发展历程和经营特色做了分析，得出与文中提出的文化体验型书店价值曲线和体验营销策略基本一致的结论，由此可见，文化体验型书店是实体书店未来转型的选择之一。最后本文构建出以“人文、艺术、创意、生活”作为根基延续，以“品牌、空间、宣传、活动作为主干支撑，以复合式经营作为枝叶延伸的诚品心智树模型，希望能够为我国实体书店的转型提供一些可以借鉴的经验和教训。
英文摘要：	Bookstores play a critical role in cultural transmission, and reflect the prosperity of spiritual civilization building in the city, which is an indispensable part of people’s daily life. However, the traditional real bookstores encounter bottleneck problems as they are confronted with shocks coming from Electronic Commerce and high operating cost. The cultural experiential bookstores could make good use of the advantage of customer interaction space which is incomparable with the network bookstore, and provide the readers with experiential service at a premium. This paper try to use experiential marketing strategies to promote the real bookstore industry to develop its multidimensional cultural space advantage, to build communication atmosphere between readers and the bookstore, to popularize reading culture during compound management, to cultivate customers’ sense of identity and sense of belonging to spiritual life, in order to create memorable experience. Firstly, this paper introduce the development and characteristic of cultural experiential bookstores as well as the exiting operating misdirection, then, it analyses readers’ new demands of products and service based on market segmentation. Secondly, this paper draw the value curve of cultural experiential bookstores on the base of SERVQUAL researching, and use the value innovation tools to find new readers and their demands in order to rebuild market boundary. This paper makes a systematic and in-depth research on the related theory books, trade journals, academic reports and professional papers, as well as researching in the MBA group, which lays a solid foundation for the following studies. This paper bases itself on Schmitt’s experiential marketing strategies, uses communication、visual and verbal identity、product presence、co-branding、spatial environment、electronic media and people to analyze the experiential marketing strategies taken by cultural experiential bookstores from sense、feel、think、act and relate. In the part of case analysis, the author analyzes Taiwan Eslite Bookstore’s development and operation feature, the conclusion is that the value curve and experiential marketing strategies of Eslite are in accordance with above models, so we can maintain that cultural experiential bookstores is a sensible solution for real bookstores’ transition. At the end of this paper, the author proposes a model based on Eslite Bookstore, including humanity、arts、thought and life, through this paper, we may give some experience and lessons to our local traditional real bookstores when they make their own marketing strategies.
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