碩士 / 國立中山大學 / 企業管理學系研究所 / 96 / Abstract
The research is mainly to study the marketing strategy of the experience museum activity of which as the subject is the National Museum of Marine Biology and Aquarium overnight tour. The main purpose is to research the Museum customer satisfaction reports during 2003-2007 summer periods, analyze its relevance with the turnover and explore the relationship between the marketing factors combination of “products, prices, channels, promotion”, and the achievements of the museum overnight tour.
This research organizes the annual summertime questionnaire statistics from year 2003 to 2007, and meantime interviews with the 6 managers in charge of the activity planning, decision-making, and implementation respectively. The study is summarized as follows:
1.The questionnaire statistics indicate that the overall customer satisfaction goes in sequence "personnel services" > "activity-related process" > " hardware facility."
2. "The difference of the experience activities", "needs for the spirit satisfaction", "high customer satisfaction" and " the collaboration within the organization" are viewed as growth factors. "The effect by integrated economic environment", "old product" "the increase of the external competitors" are as recession factors.
3. From the aspect of the product, the software services (personnel services) have high satisfaction far greater than the hardware services. Even though the lack of decent hardware, the high satisfaction with the software services relatively provides the participants the profound experience,
4. In terms of the “price”, the museum overnight tour package can be categorized as “on the basis of patronization and users relationship oriented." High price rationality is in accordance with the continuous increasing number of participants.
5. Marketing “channels”: High satisfaction with the application process, and personnel services can illustrate the key successful factor that the Museum itself plays in. It also goes with the increasing number of participants.
6. In view of "promotion", the results of the questionnaire and interviews both specify that "people (friends and relatives introduction)" is the most powerful experience media followed by the Internet, the electronic media, newspapers and magazines, and broadcasting.
| Identifer | oai:union.ndltd.org:TW/096NSYS5121012 |
| Date | January 2008 |
| Creators | Chia-chin Tsai, 蔡嘉津 |
| Contributors | Tai-Hwa Chow, 周泰華 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 103 |
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