基于复杂顾客的天津历史文化街区体验营销研究

发布时间：2018-01-30 12:19

本文关键词： 历史文化街区体验营销体验价值复杂顾客　出处：《天津工业大学》2017年硕士论文　论文类型：学位论文

【摘要】：近些年来国内外掀起了历史文化街区保护与开发的浪潮,但是在实际的历史文化街区保护与开发过程中存在着一些问题,而在体验经济时代背景下,体验营销注重个性化、参与性、体验性和历史文化街区具有的独特性和体验价值的特殊性相契合,体验营销在历史街区的开发与推广中具有广阔的应用前景。本文采用文献研究法、实地调研法、专家咨询法与实证分析法等研究方法,运用体验营销的理论知识应用于解决历史文化街区体验价值创造与实现的问题。通过大量历史文化街区保护性开发与体验营销文献的查阅,从历史文化街区复杂顾客的视角,构建了基于复杂顾客的历史文化街区体验价值测量指标体系,包括6个体验价值维度,23个测量指标,并运用因子分析法与结构方程模型进行了实证分析。研究发现:审美体验价值与历史文化体验价值是顾客最看重的街区体验价值,天津市历史文化街区对这两种体验价值开发较好;天津历史文化街区的形象体验价值与娱乐休闲体验价值开发不足,需加强开发与建设;不同顾客对街区体验价值的认知具有差异性,本地居民会比较看重街区的环境与娱乐休闲体验价值,商业投资者比较看重经济体验价值,城市管理者比较看重形象体验价值。接着,在历史文化街区特点与体验营销理论研究的基础上,构建了历史文化街区体验营销模式组合,它包括存量分析、体验价值与目标顾客定位、体验价值开发、营销推广、街区品牌化等内容。最后,在实证分析结果与历史文化街区体验营销模式组合的分析框架基础上,分析了我国历史文化街区的创造性保护与价值开发的路径,提出了基于复杂顾客的天津历史文化街区体验营销的具体实施策略,并进一步讨论了历史文化街区体验营销中开发与保护的平衡,以及历史文化街区的过度开发与营销误区防范问题,为其他历史文化街区的保护与持续发展提供参考借鉴。文章的创新点主要有三点:第一,基于复杂顾客的视角研究不同顾客对街区体验价值认知的异同性,为历史文化街区的开发策略提供依据;第二,构建历史文化街区体验营销模式组合,并提出基于复杂顾客的天津历史文化街区体验营销具体实施策略,将历史文化街区的保护与开发提升到体验营销层面;第三,构建基于复杂顾客的历史文化街区体验价值测量指标体系,将历史文化街区体验价值指标量化并运用实证分析方法进行定量分析。
[Abstract]:In recent years, there has been a wave of protection and development of historical and cultural blocks at home and abroad, but there are some problems in the process of protection and development of historical and cultural blocks, and in the context of the era of experience economy. Experience marketing pays attention to individuation, participation, experience and the uniqueness of historical and cultural district and the particularity of experience value. Experience marketing has a broad application prospect in the development and promotion of historical blocks. This paper adopts literature research method, field research method, expert consultation method and empirical analysis method. The application of experience marketing theory knowledge is applied to solve the problem of creating and realizing the experience value of historical and cultural blocks. Through a large number of historical and cultural blocks protective development and experience marketing literature reference. From the perspective of complex customers in historical and cultural blocks, this paper constructs an index system for measuring the experience value of historical and cultural blocks based on complex customers, which includes 6 dimensions of experience value and 23 indicators of measurement. By using factor analysis and structural equation model, it is found that the aesthetic experience value and the historical and cultural experience value are the most important value of the customer. The historical and cultural district of Tianjin has better development of these two kinds of experience value; The development of image experience value and entertainment and leisure experience value of historical and cultural district in Tianjin is insufficient, so it is necessary to strengthen the development and construction; Different customers have different cognition of the value of the district experience. Local residents will pay more attention to the value of the environment and entertainment and leisure experience of the block, and commercial investors will value the value of economic experience. City managers pay more attention to the value of image experience. Then, on the basis of the characteristics of historical and cultural blocks and experience marketing theory, the paper constructs the combination of experience marketing model of historical and cultural blocks, which includes stock analysis. Experience value and target customer positioning, experience value development, marketing promotion, block branding and other content. Finally, on the basis of empirical analysis results and historical and cultural blocks experience marketing model combination analysis framework. This paper analyzes the path of creative protection and value development of historical and cultural blocks in China, and puts forward the concrete implementation strategies of experience marketing of Tianjin historical and cultural blocks based on complex customers. Furthermore, it discusses the balance between development and protection in the experience marketing of historical and cultural blocks, as well as the over-development of historical and cultural blocks and the prevention of misunderstandings in marketing. For the protection and sustainable development of other historical and cultural blocks to provide reference. The innovation of the article has three main points: first, based on the perspective of complex customers to study the different customers of the neighborhood experience value cognition similarities and differences. To provide the basis for the development strategy of the historical and cultural district; Second, the construction of historical and cultural block experience marketing model combination, and proposed based on complex customers of Tianjin historical and cultural district experience marketing specific implementation strategy. To promote the protection and development of historical and cultural blocks to the level of experience marketing; Thirdly, the paper constructs the measurement index system of the historical and cultural district experience value based on complex customers, quantifies the historical cultural district experience value index and uses the empirical analysis method to carry on the quantitative analysis.
【学位授予单位】：天津工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：K878;F274

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