【作者】 司马方；

【导师】 仇向洋；

【作者基本信息】 东南大学 ， 企业管理， 2005， 硕士

【摘要】 美国知名学者派恩二世和吉尔摩指出,经济价值的演变过程可分为四个阶段:产品、商品、服务和体验。目前的经济社会环境为体验经济的到来提供了良好的条件。为顾客创造卓越的价值一直是许多企业奋斗的目标,在体验经济的时代背景下,企业在为顾客创造价值的时候就不得不关注顾客的体验价值。本文的主要目的是探讨企业创造顾客体验价值的途径。首先,本文归纳和总结了体验的定义、特征、类型和体验的创造方式,对科特勒、载瑟摩尔、伍德拉夫关于价值创造方面的理论进行了综述。其次,本文揭示了体验与价值之间的关系,指出体验本质上是一种顾客价值表现形式,分析了体验价值的载体,分析了企业在价值创造过程中引入体验价值的意义和原则。以上述工作为基础,本文探讨了在顾客价值创造过程中引入体验的实现途径,主要从产品、服务和促销三个方面进行展开论述。再次,本文认为企业要能为顾客交付卓越的体验价值,还必须打造一个体验导向型的组织。本文主要从企业文化建设和人力资源管理两个方面进行了探讨。最后,本文找到了在实际经营中为顾客创造体验价值的案例。通过该案例,读者可以更好的了解如何为顾客创造体验价值。更多还原

【Abstract】 It is considered by American famous scholars, B. Joseph Pine and James H. Gilmore that economic worth develop course can be divided into 4 stages: products, goods, service and experience. The present economic and social environment has offered the good condition for the arrival of the Experience Economy. Many enterprises have been struggling all the time to create remarkable value for customer. Under the background of the Experience Economy, they have to pay close attention to the customer’s experience value when they are creating value for customer.How to introduce the experience value into the process of creating value for customer is discussed in this text. First of all, this text has summarized the definition, characteristic, type of experience and the way of creating experience, and summed up the theories on customer value respectively advanced by Kotler, Zaithaml, Woodruff.Secondly, this text has pointed out the relation between experience and value, further that experience is the form of expression of a kind of customer’s value in essence, and have analyzed that the carrier of experience value, and the meaning and characteristic that enterprises introduce experience value while value creates. Based on this, the realization way to experience value creates has been discussed. Experience has different behavior while value creates: promoting the value of products, service, sales promotion or creating value directly.Thirdly, an experientially oriented organization must be shaped if enterprises want to deliver remarkable experience value for the customer. Cultural construction and human resources management must be adjusted for this kind of organization.Finally, the case of enterprises providing experiential value for customer in managing actually is provided. I wish it was helpful for readers.更多还原