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How to attract visitors with strategic, value-based experience design A review and analysis of customer experience and visitor segmentation research for cultural organisations

机译:如何通过基于价值的战略性体验设计吸引访客对文化组织的顾客体验和访客细分研究进行回顾和分析

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摘要

Experiential concepts, especially in terms of customer orientation, have become more and more important for cultural organisations to survive in the market. This paper reviews concepts of customer experience from different perspectives and brings them together in a framework of nine customer experience categories relevant for cultural organisations: convenience; new unexpected impressions; coherence; inner movement; active involvement of the visitor; learning & cognitive engagement; multi-dimensional appeal and personal and social interaction. As a next step we examine which of these nine customer experience categories meet the values and preferences of which visitor target group. The analysis shows that different visitor groups share lifestyle specific and key motivational experiential values. Based on this analysis we develop eight value categories: education, tranquillity, action, sociability, sensuality, personal development, convenience and emotion, which we strategically connect to the nine customer experience categories in our framework. The use of the framework can help cultural organisations to develop experiential strategies that meet the preferences of their various target audiences.
机译:体验概念,特别是在以客户为导向方面,对于文化组织在市场中生存而言变得越来越重要。本文从不同的角度审视了客户体验的概念,并在与文化组织相关的九个客户体验类别的框架中将它们组合在一起:新的意外印象;连贯内部运动访客的积极参与;学习与认知参与;多维吸引力以及个人和社会互动。下一步,我们检查这9个客户体验类别中的哪个满足哪个访问者目标组的值和偏好。分析表明,不同的访问者群体共享生活方式特定和关键的动机体验价值。在此分析的基础上,我们开发了八个价值类别:教育,安宁,行动,社交,感官,个人发展,便利和情感,这些在战略上与我们框架中的九个客户体验类别相关。该框架的使用可以帮助文化组织制定满足其不同目标受众喜好的体验策略。

著录项

  • 来源
    《Marketing》 |2012年第4期|301-315|共15页
  • 作者单位

    Chair of Communication and Public Relations, Institute of Corporate Development, Leuphana University Lueneburg, Scharnhorststrasse 1,21 335 Lueneburg, Germany;

    Communication and Public Relations at the Institute of Corporate Development, Leuphana University Lueneburg, Scharnhorststrasse 1,21335 Luneburg, Germany;

    Chair of Communication and Public Relation,Institute of Corporate Development, Leuphana University Lueneburg, Scharnhorststrasse 1,21335 Lueneburg, Germany;

  • 收录信息
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

    customer experience; experiential marketing; lifestyle values; motivation; visitor research;

    机译:客户体验;体验式营销;生活方式价值;动机;访客研究;
  • 入库时间 2022-08-17 23:47:34

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