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題名 | 休閒農場運用體驗行銷策略之研究=The Strategies of Experiential Marketing in Leisure Farms |
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作者姓名(中文) | 楊琬琪; | 書刊名 | 遠東學報 |
卷期 | 25:2 2008.06[民97.06] |
頁次 | 頁315-324 |
分類號 | 992.62 |
關鍵詞 | 休閒農場; 體驗行銷; 體驗模組; Leisure farms; Experiential marketing; Experiential modules; |
語文 | 中文(Chinese) |
中文摘要 | 隨著週休二日的實施,國人對於旅遊需求的增加,加上進入體驗經濟的時代,體驗逐漸成為未來主流趨勢。傳統的行銷組合已經不能滿足時代的需求,藉由體驗的方式,可以讓消費者透過經驗創造出令其感動並留下美好回憶的價值,進而影響消費者的滿意度,轉變成為忠誠的顧客。因此,本研究藉由Schmitt[14]於「體驗行銷」概念中所提出的五個體驗策略模組:感官、情感、思考、行動、關聯體驗做一探討研究,並以飛牛牧場、雪霸農場及金勇DIY 休閒農場為例。分析經營業者之次級資料,瞭解其投入資源、體驗活動及休閒農業設施、營運成果等經營概況。綜合獲得之資料,加以整理分析,據以提出整合論點。 |
英文摘要 | Because of the two day off on the weekend and it has grown stronger tendency for our citizens to travel while on vacation. And experience has become a main stream in the market. In this changing society nowadays, traditional marketing mix no more satisfies demands of the times. Experiential Marketing can let consumers immersed in some situation, and creates memorable and valuable consumption experience. Brilliant experiences are able to improve the customers' satisfaction and then make them become loyal. Therefore, this study measures the experiential module proposed by Schmitt view, and including five experiential strategy models, including sense, feel, think, act, and relate of experiential marketing. By focused on the experienced leisure farms in Flying Cow Ranch and Shei Pa. Then uses analyses of secondary data and in-depth interview in order to understand their management on natural resources, activities, facilities and operation outcome etc. All the information collected were used to position the farmers' association in the development of agricultural tourism, and to find out an effective that can achieve good profit. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。