基于顧客感知價(jià)值的旅行社產(chǎn)品體驗(yàn)營(yíng)銷實(shí)證研究.pdf

1、湖南大學(xué)碩士學(xué)位論文基于顧客感知價(jià)值的旅行社產(chǎn)品體驗(yàn)營(yíng)銷實(shí)證研究姓名：陳小春申請(qǐng)學(xué)位級(jí)別：碩士專業(yè)：企業(yè)管理指導(dǎo)教師：賀愛(ài)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