Construction of Service Innovation Model under Experience Economy

• Main Authors: Yi-Yin Tsai, 蔡宜吟
• Other Authors: Jyh-Liang Guan
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/40277669667741521765

碩士 === 國立宜蘭大學 === 應用經濟與管理學系經營管理碩士班 === 103 === With the transformation and improvement of economic income in service industry, consumer’s core values have changed from product attribute into symbolic consumption. It represents the coming era of the experience economy, so the experiential marketing have become the best way for innovative strategy transformation adopted by managers in service industry. However, there are few studies have focused on how experiential marketing influence marketing variables but lack of constructing the systematic model of experiential service. Therefore, this study try to construct the experiential service model accord to the relate references and in-deep interviewed with senior managers of five leading experiential service company. Results show that experience designs, service experience commercialization, service experience test, and service experience realize as four stages of introduced the experiential service model to the company. Besides, we proposed the detail contents of each stage of the model.