A Study on Experiential Marketing forCulture and Creativeness Industries-A Case Study of Ten Drum Culture Village

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题名:	A Study on Experiential Marketing forCulture and Creativeness Industries-A Case Study of Ten Drum Culture Village
作者:	吳雅玲
贡献者:	經營管理學系碩士在職專班
关键词:	culture and creative industry;experiential marketing、Kano’s two dimensions model;Ten Drum Culture Village
日期:	2016
上传时间:	2016-03-30
出版者:	亞洲大學
摘要:	With the change of the current economic value and the change of ways if marketing today, it is the main marketing policy to experiential marketing.The content of performance art is needed to be experienced by the consumers.The object of the research is to choose Ten Drum Culture Village, which is honor of the award from Executive Yuan. Ten Drum Culture Village is the first example in developing the cultural concept in January, 2007.This study, targeting at Ten Drum Culture Village,the main purpose of the method lies in the questionnaire and analyze feelings and satisfaction of consumers to participate in Ten Drum Culture Village experience activities, explored the suitability of experiential marketing factors and later applied it with Kano two-dimensional quality analysis to know the availability of the two-dimensional characteristics. From the result of Kano two-dimensional quality model analysis in Ten Drum Culture Village, the attractive quality are most for the feel experience, the increase of the coefficient in the highest satisfaction dimensions is the sense experience.We recommend operating decision maker should increase that charming quality service element to enhance customer satisfaction.Through the questionnaire respondents had way more can be learned, most consumers for ten drum music, culture has produced highly identity and presented to the Ten Drum is also satisfied with the elegance of the old sugar factory.So save the old sugar style and spirit to convey to consumers drumming culture is to belong to Ten Drum's charming quality service element .In addition, usiness policymakers should improve and strengthen one-dimensional quality element.For example,further develop drumming culture and sugar culture to improve the consumer experience easier dissatisfaction project,improve satisfaction for consumer participation, reduce consumer's dissatisfaction.It would be recommended that the business owner should pay special intentions to the planning of this factor.
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