| dc.contributor.advisor | 祝鳳岡 | zh_TW |
| dc.contributor.author (Authors) | 邱德銍 | zh_TW |
| dc.contributor.author (Authors) | Chiu,Te Chih | en_US |
| dc.creator (作者) | 邱德銍 | zh_TW |
| dc.creator (作者) | Chiu,Te Chih | en_US |
| dc.date (日期) | 2006 | en_US |
| dc.date.accessioned | 11-Sep-2009 16:17:28 (UTC+8) | - |
| dc.date.available | 11-Sep-2009 16:17:28 (UTC+8) | - |
| dc.date.issued (上傳時間) | 11-Sep-2009 16:17:28 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0934530102 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/29779 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 廣播電視學研究所 | zh_TW |
| dc.description (描述) | 93453010 | zh_TW |
| dc.description (描述) | 95 | zh_TW |
| dc.description.abstract (摘要) | 近年來隨著經濟水準的成長，國人對奢侈品的消費能力日益提高，事實上，這也是目前全球普遍的消費行為轉變，而「奢侈品」具有品牌形象良好、高品質、凸顯品味等特色，其商品利潤遠也超乎平價商品，以奢侈品的「高級汽車」來說，其銷售量在台灣車市中一直維持穩定的成長，並不會受到整體經濟環境的影響，呈現一個獨特的消費市場。 有別於傳統行銷理論著重於消費者理性抉擇因素，本研究從感性觀點切入，欲瞭解這群高消費能力之消費者，對於高級汽車購後的心理層次要求，故本研究以Schmitt(1999)所提出的「體驗行銷」為研究主軸，進行實證研究，探討「策略體驗模組(SEMs)」對於LEXUS高級車車主「顧客滿意度」、「顧客忠誠度」的影響關係，調查方式則針對台北地區LEXUS車主，在營業場所進行為期三週的問卷調查，最後則根據研究結果，研擬未來高級汽車在體驗行銷策略上的建議。 本研究發現，體驗行銷與顧客滿意度、顧客忠誠度之間，均具有中高程度的相關關係，迴歸分析顯示情感體驗、關聯體驗對於顧客滿意度、顧客忠誠度具有最高的預測能力，根據體驗行銷之理論架構，證明LEXUS消費者處於營業所時，心情會感到愉快並且促進滿意，車主本身的品牌社群概念，則有助於持續再消費的忠誠度，研究結果也證實了LEXUS近年來於消費者的品牌經營之成效。 關鍵詞: 體驗行銷、顧客滿意度、顧客忠誠度 | zh_TW |
| dc.description.abstract (摘要) | With the raising development of the economic level in recent years, citizens have progressively upgraded their consumption level into luxury goods. In fact, this is also the global trend of the change in consumption behavior. A extravagance features good brand image, high quality, and the sense of taste, its profit is also much higher than ordinary products. In terms of luxury vehicles, the sales volume has maintained a steady growth in Taiwan market, forming a unique market condition, regardless of the economic recession overall. Unlike traditional marketing theories which focus on the rational factors of consumer decision, this thesis uses a perceptual perspective to understand the psychological needs of consumers after they purchased a luxury vehicle .Therefore, this thesis is based on the theory “Experiential Marketing” built by Schmitt(1999), to proceed a concrete investigation on the influence of SEMs(strategies of experiential modules) on LEXUS automobile owners’ consumer satisfaction and loyalty. The investigation aims LEXUS automobile owners in Taipei area, using questionnaires in selling points and the procedure last three weeks. At last, according to research results, this thesis will provide practical marketing suggestions for LEXUS Keywords：Experiential Marketing, Consumer Satisfaction, Consumer Loyalty | en_US |
| dc.description.tableofcontents | 目次……………………………………………………………………… 1 表次……………………………………………………………………… 2 圖次……………………………………………………………………… 3 第一章 緒論………………………………………………………… 4 第一節 研究背景…………………………………………………… 4 第二節 研究動機與問題…………………………………………… 7 第三節 研究目的…………………………………………………… 8 第四節 研究流程…………………………………………………… 9 第二章 文獻回顧…………………………………………………… 10 第一節 體驗行銷相關理論………………………………………… 10 第二節 顧客滿意度………………………………………………… 26 第三節 顧客忠誠度………………………………………………… 28 第四節 高級車品牌LEXUS…………..…………………………… 31 第三章 研究設計…………………………………………………… 36 第一節 研究架構…………………………………………………… 36 第二節 研究假設…………………………………………………… 37 第三節 操作型定義與衡量變項…………………………………… 38 第四節 問卷設計…………………………………………………… 40 第五節 研究對象與資料蒐集……………………………………… 45 第六節 統計分析方法……………………………………………… 46 第七節 前測信度檢驗……………………………………………… 47 第四章 資料分析…………………………………………………… 48 第一節 樣本描述性分析…………………………………………… 48 第二節 問卷信度分析……………………………………………… 51 第三節 人口統計變數之影響……………………………………… 52 第四節 體驗行銷、顧客滿意度、顧客忠誠度之相關性………… 65 第五節 體驗行銷對於顧客忠誠度、滿意度之影響……………… 66 第六節 「改進與建議」問項之問卷結果………………………… 68 第七節 假設驗證…………………………………………………… 70 第五章 結論與建議資料…………………………………………… 71 第一節 研究結論…………………………………………………… 71 第二節 對於高級汽車(LEXUS)之體驗行銷建議………………… 74 第三節 研究貢獻…………………………………………………… 77 第四節 研究限制與後續研究建議………………………………… 77 參考文獻………………………………………………………………… 78 附錄一：研究問卷 …………………………………………………… 85 附錄二：LEXUS個案競賽附件資料1-8 ……………………………… 88 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0934530102 | en_US |
| dc.subject (關鍵詞) | 體驗行銷 | zh_TW |
| dc.subject (關鍵詞) | 顧客滿意度 | zh_TW |
| dc.subject (關鍵詞) | 顧客忠誠度 | zh_TW |
| dc.subject (關鍵詞) | Experiential Marketing | en_US |
| dc.subject (關鍵詞) | Consumer Satisfaction | en_US |
| dc.subject (關鍵詞) | Consumer Loyalty | en_US |
| dc.title (題名) | 高級汽車的體驗行銷策略研究—以和泰汽車LEXUS為例 | zh_TW |
| dc.title (題名) | The Study of Experiential Marketing Strategy for Luxury Vehicle：The Case of LEXUS Taiwan | en_US |
| dc.type (資料類型) | thesis | en |
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