Research of Experiential Marketing, Manufacturing Servitization and Customer Value in Tourism Factories: A Case Study of Ribbon King Museum

• Main Authors: CHEN,ZI-YAN, 陳姿晏
• Other Authors: Yang,PHIL-YIHSING
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/ng4zud

碩士 === 國立臺中教育大學 === 文化創意產業設計與營運學系事業經營管理碩士班 === 106 === With the transformation of economic structure, the traditional industries have gradually developed to so-called experientail economy in Taiwan. The process of industrial transformation and innovation include serving of manufacturing firms. Combining experiential marketing not only can enhance interaction but also reinforce and spread the educational philosophy of traditional industries. In addition, it also can understand the customer value. Operating with this mode of tourism factories will gradually become a new index of tourism industry and culture innovation. The research is use by qualitative research method; there are the most of tourism factories in the central Taiwan. Among the countries, Changhua win the most prizes in Taiwan, and the prizes are approve by Industrial Development Bateau, Ministry of Economic Affairs.The research investigate one tourism factory in central Taiwan by case studies of Ribbon Museum. And these theses are manufacturing service, experiential marketing and customer value to research and analyze in tourism factories. Through gathering literatures and interview to organize these three aspects. The research can get related consequences in this research. The research results indicate the case studies have shown different view in terms of manufacturing service, experiential marketing and customer value, it includes the five major characteristics of managers' transformation, the research can find the differences in their product orientation and service orientation, change in the status of the value chain, and improvement in tourists’ affinity. except for the manager’s perspective, this study also discusses and explores the two aspects of experience marketing and customer value from the perspective of tourists. The research can also understand the initial stage of factory transformation and the subsequent marketing planning the linking value of creation with customers. the research results also show that after manufacturing service the traditional factory will attract and influence tourists, and the following experience marketing and customer value of manufacturing service will have an interaction with each other, because the different content and perspective of these three aspects will have different consequences simultaneously to influence of each other. Finally, the conclusion of research point out the practical advices from management meaning. The research is hope to researchers to understand Touring Factory developing trend in the future and provide the enterprise business Touring Factory strategy with reference.