作　　者： ; (侯家麟）; (张妞）;

机构地区： 天津工业大学管理学院

出　　处： 《河北经贸大学学报（综合版）》 2016年第1期40-46,共7页

摘　　要： 地区体验价值是地区复杂顾客对于该地区在功能、情感、社会等方面的价值或效用的感知和评价。运用个人主观自省和现象学访谈等质性研究方法,发现地区作为一种复杂产品具有主体多元性、顾客复杂性、价值多样性的特征,地区体验价值可以从经济体验、审美体验、娱乐休闲体验、历史文化体验、环境体验、形象体验等维度进行测量,由此构建基于复杂顾客的地区体验价值结构维度矩阵,初步确立地区体验价值测度的指标体系。 Regional experience value is the perception and evaluation of the region＇s value or utility in the aspect of function,emotion and sociality and so on. Through the use of subjective personal introspection and phenomenological interview and other qualitative research methods, we find region is a kind of complex product with the characteristics of the subject diversity,customer complexity and value diversity, and regional experience value can be measured from the aspects of economic experience, aesthetic experience, entertainment and leisure experience, historical and cultural experience, environmental experience,image experience and so on. This paper attempts to construct the structure dimension matrix of regional experience value based on complex customer, and establishes the index system of regional experience value measurement.

关 键 词： 地区营销 体验式营销 体验价值维度 复杂顾客 现代营销 价值结构

领　　域： [经济管理—产业经济]