進階搜尋


下載電子全文  
系統識別號 U0026-1908201221361900
論文名稱(中文) 運用文化體驗行銷於本土戲院之服務設計規劃 ─以全美戲院為例
論文名稱(英文) Adopting Cultural Experiential Marketing on Service Design and Planning of Local Cinema –A Case Study of Chen-Men Theater
校院名稱 成功大學
系所名稱(中) 工業設計學系碩博士班
系所名稱(英) Department of Industrial Design
學年度 100
學期 2
出版年 101
研究生(中文) 吳宛真
研究生(英文) Wan-Chen Wu
學號 P36991070
學位類別 碩士
語文別 中文
論文頁數 109頁
口試委員 指導教授-陳建旭
召集委員-郭英峰
口試委員-洪郁修
中文關鍵字 服務設計  文化創意產業  文化觀光  體驗行銷  本土戲院 
英文關鍵字 Service Design  Cultural and Creative Industry  Cultural Tourism  Experiential Marketing  Local Cinema 
學科別分類
中文摘要 當經濟體系的發展從製造導向移轉至知識與服務導向的同時,創新的範圍也隨著市場需求的多樣化而跟著擴張。企業在進行創新時的所強調的重點產生了顯著的改變,創新從過去著重在產品本身,逐漸轉移至強調服務帶給顧客的使用經驗上。此外,文化創意產業被視為資訊產業後的下一波經濟動力,因此台灣政府近年來積極地支持各種文化創意活動與業務。而屬於文化創意產業的電影產業在政策改變 (2002年加入WTO)下,本土電影產業面臨巨大的衝擊,其中映演產業更面對大型連鎖影城以及大環境消費習慣改變的影響,面臨經營困難。

在台灣,文化創意產業與觀光旅遊產業有緊密的發展關係,而文化觀光則走向導入「體驗」的趨勢,因此,本研究透過個案研究方法,以台南1950年營運至今的全美戲院為研究案例,以本研究所提之「文化體驗行銷」觀點 (Schmitt (1999)之「體驗行銷」觀點,加入「文化觀光」要素) 探討本土戲院之服務體驗設計原則。研究實證步驟包含:(1)透過問卷調查法瞭解全美戲院服務現況; (2)透過涉入程度調查抽樣符合本研究所需之全美戲院消費者進行深度訪談;(3) 根據訪談內容分析歸納消費者對於全美戲院的感受,及對目前提供之服務現況之具體看法與建議;(4) 提出研究結論。本研究獲致以下結論:(1) 台灣本土戲院轉型應改善目前以「經營者直覺判斷」的決策方式;(2) 台灣本土戲院轉型應改善目前單純「以文字為基礎」之方法來獲得消費者的意見的方式;(3) 文化創意產業的服務設計規劃應考量「人的抽象因素」。
英文摘要 As the worldwide economic shifts from manufacturing orientation to knowledge and service orientation, the scope of innovation has been broaden to adapt to a variety of market demand. There have been significant changes in the focus of innovation. Enterprises begin to innovate by emphasizing customer experiences, rather that the product or service itself. Besides, the Cultural and Creative Industry has been considered to replace IT industry as the new engine of economic growth. Taiwan government has been actively supporting various cultural and creative activities and affairs. In Taiwan, the film industry is one of the Cultural and Creative Industry, which are encountered operational difficulties because of the changing policy that Taiwan joined the WTO in 2002. Hence, the import of cinema complex and the changing consumption habits also bring the enormous effect to exhibition part of local film industry.

In Taiwan, Cultural and Creative Industries and Tourism Industry have a close relationship. And cultural tourism needs to consider “experience” in the future. Hence, this study employs case study method and takes the Chen-Men Theater, which has been established since 1950, as the target in this study. We adopting “Cultural Experiential Marketing (incorporating tourism industry element into Schmitt (1999)’s Experiential Marketing framework)” to explore the service design principle of local cinemas. There are four main empirical steps of this study: (1) This study use questionnaire survey to understanding the exiting service of the Chen-Men Theater. (2) This study selected the interviewees from Chen-Men Theater consumers through the involvement survey; these interviewee were then interviewed through ZMET (Zaltman Metaphor Elicitation Technique) and open-question design. (3)The feelings about Chen-Men Theater of the interviewees and their opinions about the services provided by Chen-Men Theater were then summarized through a framework proposed in this study – the Cultural Experiential Marketing Grid. (4) Research findings were proposed based on above results.

Followings are conclusions of this study. (1) The local cinema in Taiwan must abandon the current decision-making way of “by the intuition of manager”; (2) The local cinema in Taiwan must improve the current way of acquiring customer’s opinion by only using “text-based” method, such as questionnaire design; (3) The abstract factors of human, such as customer personal background, must be considered in developing the services of Cultural and Creative Industries.
論文目次 目錄
摘要 i
Abstract ii
誌謝 iv
目錄 v
表目錄 viii
圖目錄 x
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 5
1.3 研究架構 6
第二章 文獻探討 8
2.1 服務設計 8
2.1.1服務設計之意涵 8
2.1.2服務設計工具 8
2.2 文化創意產業 10
2.2.1 文化創意產業之意涵 10
2.2.2 台灣文化創意產業之發展與趨勢 13
2.2.3台灣電影映演產業之意涵與發展 14
2.3 文化觀光 16
2.4 體驗行銷 17
2.4.1服務體驗之意涵 17
2.4.2 體驗行銷 17
2.5 隱喻抽取技術 21
2.5.1 ZMET (Zaltman Metaphor Elicitation Technique) 隱喻抽取技術 21
2.5.2 ZMET的前提 (premise) 22
2.5.3 ZMET的訪談步驟 23
第三章 研究方法 25
3.1 個案選擇考量 25
3.1.1全美戲院背景描述 25
3.1.2 全美戲院目前之經營問題 28
3.2 研究流程 28
3.3研究方法 30
3.3.1「研究設計」階段 32
3.3.2「資料蒐集」階段 42
3.3.3「資料分析」階段 43
第四章 資料分析 46
4.1 「問卷調查:全美戲院服務現況調查」之分析 46
4.2 「訪談」部分之分析 50
4.2.1 溝通 50
4.2.2 視覺口語識別 53
4.2.3 產品呈現 56
4.2.4 共同建立品牌 64
4.2.5 空間環境 67
4.2.6 網站與電子媒體 71
4.2.7 人 75
4.2.8 無形之觀光資源 76
第五章 結果與討論 81
5.1 理論意涵 81
5.1.1 「體驗行銷」理論在文化創意產業情境下之理論意涵 82
5.2 實務意涵 83
5.2.1 「文化觀光」在文化創意產業情境下之實務意涵 83
5.2.2 「體驗行銷」理論在文化創意產業情境下之實務意涵 85
第六章 結論與建議 87
6.1 研究結論 87
6.2 研究限制 89
6.3 研究建議 89
6.3.1 後續研究之建議 89
6.3.2 設計實務之建議 90
參考文獻 91
附錄一 全美戲院之服務現況問卷調查表 97
附錄二 訪談邀請函 101
附錄三 訪談須知 104
附錄四 訪談記錄表 107
參考文獻 中文部分

經建會 (2002),挑戰2008:國家發展重點計畫,台北:行政院經濟建設委
員會。

文建會 (2009),創意台灣—文化創意產業發展方案」行動計畫及中長程計
畫,行政院文化建設委員會。

文建會 (2010),文化創意產業發展法,行政院文化建設委員會。

文建會 (2010),文化創意產業內容及範圍,行政院文化建設委員會。2011
年11月20日,取自:http://www.cca.gov.tw/law.do?method=find&id=264。

古都拾零 (1947年6月14日),中華日報,第3版。

李宜君 (2004),台灣再生空間,台北:遠足文化。

李仁芳、方芷絮、張金鐘、許德明、孫瑞穗、董澤平 (2010),2010台灣文
化創意產業發展年報,行政院文化建設委員會。

宋健生 (2006),電影資料中心:明年初啟用,經濟日報。

周美惠 (2006),在台灣建立影城連鎖研究:以美麗華影成為例,國立臺灣
大學管理學院國際企業管理組碩士論文。

紀幸芯 (2009),一甲子風華歲月─全美戲院,台南市刊,38,pp.52-55。

周逸衡、凌儀玲 (2005)譯,服務業行銷,台北:培生。(原著:Lovelock, C.
& Wirtz. J. (2004))。

洪芳琪 (2005),大井頭中心《全美戲院時光機》從過去來到未來,大台灣
旅遊網,2011月9日19,取自:http://tw.tranews.com/Show/Style1/News/c1_News.asp?SItemId=0271030&ProgramNo=A000001000001&SubjectNo=19801。

徐亞湘 (2000),日治時期中國戲班在台灣,台北:南天書局。

國藝會 (2002),文化創意產業概況分析調查,行政院經濟建設委員會。

修瑞瑩 (2001),台南全美戲院─陪府城人長大,聯合報。

陳庭舜 (2009),台灣非營利映演機構經營策略分析 ─以新竹影像博物館與
高雄電影圖書館為例,國立政治大學廣播電視學研究所碩士論文。

經濟部商業司 (2008),公司資料查詢─全美戲院,經濟部商業司,2011月
9日19,取自:http://gcis.nat.gov.tw/pub/cmpy/cmpyInfoAction.do?method=detail&banNo=68209998。

葉龍彥 (2001),台灣戲院發展史,新竹:新竹市立影像博物館。

葉俊廷 (2008),企劃影城新型服務方式與提昇顧客滿意度之實證研究—以
台北市連鎖影城為例。

劉維公 (2010),創意:台灣新經濟發展的關鍵競爭力,行政院文化建設委
員會。

嚴長壽 (2008),我所看見的未來,台北:天下文化。

盧鴻鋆 (2009),中華民國98年來臺旅客消費及動向調查,交通部觀光局。

盧鴻鋆 (2010),中華民國99年來臺旅客消費及動向調查,交通部觀光局。



英文部分

Bhavnani, Ritesh (2004), “IDEO: Service Design”, INSEAD, UK and USA:
ecch.

Bitner, M. J. (1992), “Servicescapes: the impact of physical surroundings on
customers and employees”, Journal of Marketing, 56, pp.57~71.

Bitner, M. J., William, T. F., Amy, R. H., & Valarie, A. Z. (1997), “Customer
contributionsand roles in service delivery”, International Journal of Service Industry Management, 8(3), pp.193~205.

Brown, Tim (2008), “Design thinking”, Harvard business Review, 86 (6)
pp.84~92.

Catchings-Castello, G. (2000), “The ZMET Alternative: A Nontraditional,
Multidisciplinary Technique Lets Marketing Researchers Analyze What
Customers Want”, Marketing Research, 12(2), pp.6~12.

Coulter, R. H., & Zaltman, G. (1994), “Using The Zaltman Metaphor
Elicitation Technique to Understand Brand Images”, Advances in Consumer Research, 21, pp.501~507.

Coulter, R. A., Zaltman, G., & Coulter, K. S. (2001), “Interpreting Consumer
Perceptions of Advertising: An Application of the Zaltman Metaphor Elicitation Technique”, Journal of Advertising Research, 20, pp.1~21.

Christensen,G.L.,&Olson,J.C.(2002), “Mapping consumers’ mental models
with ZMET”, Psychology & Marketing, 19, pp.477~502.

DCMS (1998), “Creative Industries Mapping Document 1998”, London, UK:
Department for Culture, Media and Sport.

DCMS (2001), “Creative Industries Mapping Document 2001”, London, UK:
Department for Culture, Media and Sport.

Gomez, J. M. (1988), “Reflective Images: The Case of Urban Regeneration in
Glasgow and Bilbao”, Journal of Urban and Regeneration, 9(2), pp.73~89.

Goodrich, J. N. (2002), “September 11, 2001 attack on America: a record of the
immediate impacts and reactions in the USA travel and tourism industry”, Tourism Management, 23(6), pp.573~580.



Grace, D. & O’Cass, A. (2004), “Examining service experience and
post-consumption evaluations”, Journal of Services Marketing, 18(6), pp.450~461.

Gummesson, E. (1991), “Qualitative Methods in Management Research”, Sage, Newbury, CA.

Hollins, G., and B. Hollins (1991), Total Design: Managing the Design
Process in the Service Sector, Philadelphia: Trans Atlantic Publications.

Keeley, L. (1999), The Ten Types of Innovation, Doblin Inc.

Kumar, Vijay (2009), “A Process for Practicing Design Innovation,” Journal of
Business Strategy, 30, pp.91~100.

Martin, C.R., Horne, D.A. (1993), “Service innovations: successful versus
unsuccessful firms”, International Journal of Service Industry Management, 4, pp.49~65.

Mager, B. (2004), “Service design: A” review, KISD, Koln.

Mitchell, M. T., Ma, Q. & Chuan, J. S. (1999), “Mapping customers’ service
experience for operations improvement”, Business Process Management Journal, 5(1), pp.50~64.

Norling, P., Edvardsson, B., Gummesson, E. (1992), “Tjänsteutveckling och
tjänstekonstruction”, Research Report 92:5, Service Research Center, University of Karlstad, Sweden.

Otto, J. E. & Ritchie, J. R. B. (1996), “The service experience in tourism”,
Tourism Management, 17(3), pp.165~174.

Pine II, B. J. & Gilmore, J. H. (1998), “Welcome to the experience economy”,
HarvaedBusiness Review, 76(4), pp.97~105.

Richards, G. (2001), Cultural attractions and European tourism, New
York:129CABI Pub.

Richard, P. (2001), “Experiential cultural tourism: Museums & the marketingof
the new romanticism of evoked authenticity”, Museum Managementand Curatorship, 19(1), pp.5~26.

Saco, R. & Gonalves, A. (2008), “Service design: an appraisal”, Design
Management Journal, 19(1), pp.10~19.

Schmitt B.H. (1999), “Experiential Marketing”, Journal of Marketing
Management, 15, pp.53~67.

Silberberg, T. (1995), “Cultural tourism and business opportunities formuseums
and heritage sites”, Tourism Management, 16(2), pp.361~365.

Sugai, P. (2005), “Mapping the mind of the mobile consumer across: An
application of the Zaltman metaphor elicitation technique”, International Marketing Review, 22(6), pp.641~657.

Turrow, J. (1997), Media System in Society:Understanding industries,
Strategies, and Power, New York: Longman.

UNESCO (2005), Convention on the Protection and Promotion of the Diversity
of Cultural Expressions, United Nations Educational, Scientific and Cultural Organization, Retrieved June 2, 2012, from the World Wide Web: http://unesdoc.unesco.org/images/0014/001495/149502e.pdf

UNESCO (2007). Culture, Trade and Globalisation : Questions and Answers.
United Nations Educational, Scientific and Cultural Organization. Retrieved June 2, 2012, from the World Wide Web: http://portal.unesco.org/culture/en/ev.php-URL_ID=18668&URL_DO=DO_TOPIC&URL_SECTION=201.html

Vargo, S. L. and Lusch, R. F. (2008), “Service-dominant logic: continuing the
Evolution”, Journal of the Academy of Marketing Science, 36(1) pp.1~10.

UNWTO (1985), Understanding Tourism: Basic Glossary. World Tourism
Organization. Retrieved June 2, 2012, from the World Wide Web: http://media.unwto.org/en/content/understanding-tourism-basic-glossary

Zeithaml, V.A., Berry, L.L., Parasuraman, A. (1990). “Delivering Quality
Service: Balancing Customer Perceptions and Expectations”, Free Press, New York.

Zaichkowsky, J. L. (1994), “Research note: The personal involvement
inventory: Reduction, revision, and application to advertising”, Journal of Advertising, 23(4), pp.59~70.

Zaltman, G., and R. Coulter. (1995), “Seeing the Voice of the Customer:
Metaphor-based Advertising Research”, Journal of Advertising Research, 35(4), pp.35~51.

Zaltman, G (1997), “Rethinking market research: Putting people back in”,
Journal of Marketing Research, 34(4), pp.424~437.

Zaltman, G., & Useem, J. (2003, January 20). This Man Can Read Your Mind.
Fortune, 147(1), pp.48-54.
論文全文使用權限
  • 同意授權校內瀏覽/列印電子全文服務,於2017-08-27起公開。
  • 同意授權校外瀏覽/列印電子全文服務,於2017-08-27起公開。


  • 如您有疑問,請聯絡圖書館
    聯絡電話:(06)2757575#65773
    聯絡E-mail:etds@email.ncku.edu.tw