國內藝文市場逐漸成長，近來許多特展的參觀人數都突破數十萬人次參觀，針對此現象，本研究以體驗行銷的概念來探討國立歷史博物館在舉辦此類特展時的行銷策略建議以及做為評鑑策展協力單位的標準。
本研究利用質化訪談方式，訪問六位參觀者以及利用問卷發放的量化研究方式，共計354份有效問卷，進行統計分析後獲得以下發現。
本研究發現如下：
一、體驗行銷策略體驗模組對體驗價值有正向之影響力。
二、體驗行銷策略體驗模組的感官、情感及關聯體驗對顧客滿意度有正向之影響力。
三、體驗行銷策略體驗模組的思考、行動及關聯體驗對顧客忠誠度有正向之影響力。
四、體驗價值的四大構面對顧客滿意度皆有正向之影響力。
五、體驗價值的四大構面對顧客忠誠度皆有正向之影響力。
六、顧客滿意度對顧客忠誠度有正向之影響力。
根據以上發現，個人對國立歷史博物館提出發展體驗行銷的建議也可當作其對策展協力單位的評鑑標準：
一、加強服務以提昇顧客滿意度與顧客忠誠度。
二、加強主題性以提昇策略體驗模組中的感官體驗。
三、改善空間與動線規劃。
四、增加套裝行程。
五、持續不斷地引進世界知名藝術品。 / The market of Art industry is growing rapidly and there are many exhibitions successfully drawing the attention of public and hundred thousands of visitors. With regard of this fact, this research is to advise the experiential marketing strategy to National History Museum for special exhibition and as criteria to exhibition planning cooperation company by the concept of experiential marketing.
This research applies the Focus Group interviewing as qualitative approach with 6 interviewers; in addition, questionnaire analysis as quantities approach with 354 pieces of effective samples. After the examination of statistic, the finding as below:
1. The SEMs can affect experiential value positively.
2. The Sense module, feel module, and relate module of SEMs can affect customer satisfaction positively.
3. The Think module, Act module and Relate module of SEMs can affect customer loyalty positively.
4. All four phases of experiential value can affect customer satisfaction positively.
5. All four phases of experiential value can affect customer loyalty positively.
Customer satisfaction can affect customer loyalty positively
According to above findings, this research presents below suggestions as the experiential marketing strategy and criteria when cooperating with exhibition planning company:
1. Enhancement on service to increase the customer satisfaction and loyalty.
2. Enhancement on theme to increase the feel module of SEMs
3. Improvement on space arrangement and visiting route.
4. Adding package offer with extra benefit.
5. Continuing to introduce worldwide famous high level art in the exhibition.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0095932327 |
| Creators | 蔡寶元 |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
Page generated in 0.0022 seconds