基于顾客感知价值的西点烘焙企业体验营销实证分析--以安第仕为例
Analysis on Experience Marketing of Baking Enterprise based on Customer Perceived Value---An Empirical Study of Andys
Abstract
摘要 随着社会经济的发展以及人们生活水平的提高,市场对企业营销理念提出了更高的要求,体验营销理念成为近年来营销领域的一个新趋势。西点烘焙市场在伴随经济发展的同时,面临着竞争不断加剧、生存空间不断缩小的困境,为了突破传统营销模式的束缚,一些企业纷纷开始了尝试体验营销这种新模式,但是,相关的理论与实证研究却比较少见。 本研究通过问卷调查的方式,对厦门安第仕烘焙连锁店的体验营销活动进行调查,结合西点烘焙行业的特点,以顾客感知价值为切入点,对体验营销的效果展开分析。本研究的目的在于分析体验营销对顾客感知价值的影响,以及探讨体验营销是否通过顾客感知价值进而影响顾客满意度。此外,本研究还对深度体验和浅... Abstract With the development of social economy and improvement of people's living standards, Consumers expect companies to provide better products and services. Experiential marketing has become a new trend in the field of marketing in recent years. Baking enterprises are facing more and more competition and challenges. Living space in baking industry is getting smaller and smaller, In order to ...