杭州茶馆顾客体验价值驱动因素研究

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浙江财经学院硕士学位论文

摘要

随着市场竞争的日趋激烈，企业组织迫切寻找具有竞争力的营销策略以迎合

经济和市场发展趋势。目前，西方发达国家已经从服务经济走向体验经济时代，

跨国公司开始实施体验营销，迎合发展趋势；我国虽未进入体验经济时代，但人

们受大品牌体验营销影响，高收入阶层对体验需求已经比较强烈，在我国的一些

发达地区、发达城市，服务等行业已开始注重实施体验营销。今天，体验营销无

处不在：各市场、各行业（消费、服务、技术和工业），以及各种不同类型的组织

都开始采用体验营销方式开发新产品、与客户沟通、改善销售关系、选择业务伙

伴、布置零售展台、建设网站，而且这种转变日益明显。越来越多的营销人员正

在摒弃传统的“特色和益处”营销，而更加注重为客户创造体验。

本文选取杭州十大特色潜力行业之一的茶馆行业为研究对象。为进一步提升

杭州茶馆行业的竞争力和实现可持续发展，通过对目前茶馆行业经营现状的访谈

调研，并结合对顾客价值、顾客体验以及顾客体验价值理论研究文献的梳理，对

杭州茶馆顾客体验价值的驱动因素进行了识别、筛选、归类和整理，在此基础之

上构建了茶馆顾客体验价值驱动模型，并利用调查数据进行了实证分析，对假设

模型进行验证。

本研究主要运用文献研究、观察法、焦点小组访谈法、问卷调查法等开展研

究工作。通过本研究，按茶馆的不同类型分别提炼出了驱动茶馆顾客体验价值的

因子，其中自助型茶馆提取出的六大驱动因子分别为：品牌特色、营销传播、产

品品质、服务品质、环境品质以及便利性；商务休闲型茶馆提取出的六大驱动因

子分别为：主题化、个性设计、产品品牌化、关系、合理价格以及便利性；清茶

馆提取出的六大驱动因子分别为：主题环境、物有所值、品牌形象、茶文化、服

务品质以及便利性。在提取出各类型茶馆的驱动因子后，又对这些驱动因子作用

于顾客体验，进而驱动顾客体验价值的机理进行了深入研究，给出了这些因素驱

动顾客体验进而驱动顾客体验价值的路径图。研究还通过对杭州茶馆的分类对比

研究，分析了人口统计变量对不同类型茶馆顾客体验及体验价值的影响差异。

通过本研究得到一些结论：（1）不同类型茶馆各驱动因子作用于顾客体验进

而驱动顾客体验价值的路径和程度各不相同，但总体而言，驱动因子在促进茶馆

浙江财经学院硕士学位论文

顾客体验的过程中起到了积极的作用。（2）除行动体验与美感之间呈负相关外，

顾客体验及其他各维度与顾客体验价值及其他各维度之间有着显著的正相关关

系。顾客体验在驱动顾客体验价值的过程中起到了十分积极的促进作用，可以说

顾客体验直接驱动了顾客体验价值的产生。（3）各人口统计变量对不同类型茶馆

的影响有差异，且对顾客体验及体验价值的影响也有差异。（4）抽取的各类型茶

馆样本显示在驱动顾客体验进而驱动顾客体验价值的路径中有缺失或各体验模块

组合不均衡，说明杭州茶馆在体验实施方面还有开发或提升的空间。

由研究得到的结论可以得出一些营销启示，能为茶馆经营者解决目前同质化

严重，缺乏特色和竞争力等问题提供解决思路：茶馆可以实施恰当的体验营销策

略，提升顾客体验及体验价值，进而提高顾客的满意度和忠诚度，从而提升茶馆

整体品牌形象，实现稳步持续发展。

关键词：顾客价值；顾客体验；顾客体验价值；杭州茶馆

浙江财经学院硕士学位论文

III

ABSTRACT

In order to cater to the trend of Economy and Market, the companies look for the

competitive Marketing Strategy urgently in the intense competition & rapidly changing

marketing environment. Nowadays, Some developed foreign countries begin to enter

into Experience Economy Time from service economy. To cater to this development

trend, some multinational corporations (TNC) begin to sell their products with

Experiential Marketing. Our countries China is not entering into Experience Economy

Time though, some High-income Class have already expressed their high desire to

product-Experience who have been influenced with some Experiential Marketing of

famous brand. In some developed regions and cities of our country, some industry such

as service, have already focus on Experiential Marketing to work their enterprise.

Today, the Experiential Marketing is exist everywhere: all markets & industries which

including consuming, service, technology and industry, and any other organizations are

to explore news products, communicate with customers, improve sales relationships,

choice business partners, layout the retail booth, construct website, and so on. And this

transformation becomes evidence day after day. More and more marketing staff

abandon the traditional marketing way of “Features and Benefits”, focusing on creating

experience for customers.

This paper choices the Teahouse Industry which considers as one of the Ten

Characteristics & Potential Industries of Hangzhou. In order to improve Hangzhou

Teahouse’s competitiveness and sustainable development, the Paper researches on

driving factors of customer experience and experience value in Teahouse of Hangzhou,

including: survey the Hangzhou Teahouse’s management status and visit the staff and

customers of Teahouse, though who to communicate with to learn Hangzhou Teahouse

comprehensively; research on papers about theories of Customer Value, Customer

Experience & Customer Experience Value; identification, filter and classify the driving

factors of customer experience and experience value in Teahouse of Hangzhou;

construct model about driving Customer Experience Value of Teahouse, and use date to

validate the model.

The research carries out the work by literature research, observation, focus group

interview, survey, and so on. Through the research, there are some driving factors of

customer experience value in three different types of Teahouse refined. One of the

Three types of Teahouse is Food-self-oriented which refined Six driving factors of

Customer Experience Value, there are Brand Features, Marketing Communications, the

浙江财经学院硕士学位论文

Quality of Product, the Quality of Service, the Quality of Environment and

Convenience; The Teahouse of Business & Leisure is refined Six driving factors of

Customer Experience Value too, there are Theming, Character Design, Product Brand,

Relationship, Reasonable Prices and Convenience; Qing Teahouse is refined Six

driving factors of Customer Experience Value too, there are Environmental Topics,

Value for money, Brand, Tea Culture, the Quality of Service and Convenience. After

defining the driving factors of Customer Experience Value in Three different types of

Teahouse, the research depth on these driving factors is carried out to analysis these

driving factors is how to work on Customer Experience, and then work on Customer

Experience Value. And the Path provided in the process the factors drive customer

experience and then drive experience value. Research on Teahouse of Hangzhou

through category & comparison, analysis the Demographic Variables how to influence

customer experience and experience value.

Some conclusions have been drawed in the research as follows:(1)The driving

factors of Three different types of Teahouse is different in the Path and impact level of

the process in driving customer experience and then experience value. But generally

speaking, the driving factors lead a positive role in the process of driving customer

experience and then experience value.(2)Customer Experience & other dimensions and

Customer Experience Value & other dimensions is positive correlation on the

significant level, expect negative correlation between Action Experience and Aesthetic

Feeling. Customer Experience & dimensions lead a positive role in the process of

driving Customer Experience Value & dimensions. It can be said that Customer

Experience & dimensions is driving on Customer Experience Value & dimensions

directly.(3)the Demographic Variables influence customer experience and experience

value different, and also different in the three different types of Teahouse.(4)The three

types of Teahouse which was chosen expose that there are some path is missing in the

process of Customer Experience & dimensions drive on Customer Experience Value &

dimensions, or some different Experience don’t balanced to provide the Experience to

customers completely. This is exposed that there is some room in the developing of the

Experiential Marketing of Hangzhou Teahouse.

We have some inspirations from the conclusions of the research which provide

some ideas to solute some problems about serious homogeneity, lack of character &

competitiveness nowadays for managers of Teahouse.One of these inspirations for

Teahouse’s managers is to carry out the appropriate Experience Marketing to improve

浙江财经学院硕士学位论文

the Satisfaction & Loyalty of customers of Teahouse by improving the customer

experience and experience value.

Keywords: Customer Value; Customer Experience; Customer Experience Value;

Teahouse of Hangzhou

浙江财经学院硕士学位论文

第一章绪论----------------------------------------------------------I

第一节研究背景和研究问题的提出 ------------------------------------ 1

第二节研究目的与意义 ---------------------------------------------- 3

第三节研究内容及思路 ---------------------------------------------- 4

第四节研究方法 ---------------------------------------------------- 7

第五节本文创新之处 ------------------------------------------------ 7

第二章理论综述------------------------------------------------------8

第一节顾客价值 ---------------------------------------------------- 8

第二节顾客体验 --------------------------------------------------- 13

第三节顾客体验价值 ----------------------------------------------- 18

第四节文献总评 --------------------------------------------------- 22

第三章理论、现实依据与模型假设-------------------------------------23

第一节理论基础与模型构建 ----------------------------------------- 23

第二节现实依据 --------------------------------------------------- 25

第三节模型修正与研究假设 ----------------------------------------- 34

第四章实证研究方案设计---------------------------------------------38

第一节调查问卷设计 ----------------------------------------------- 38

第二节问卷的预调研与修改 ----------------------------------------- 41

第三节正式问卷的发放和收集 --------------------------------------- 43

第五章数据分析-----------------------------------------------------44

第一节茶馆样本的描述统计及分析 ----------------------------------- 44

第二节信度与效度分析 --------------------------------------------- 48

第三节因子分析：三类型茶馆顾客体验驱动因子的提取 ----------------- 52

第四节相关分析：各变量间的密切程度研究 --------------------------- 57

第五节回归分析：各因子驱动程度研究 ------------------------------- 63

第六节方差分析：人口统计变量的影响作用 --------------------------- 76

第六章研究结论及其应用与展望---------------------------------------82

第一节研究结论 --------------------------------------------------- 82

第二节茶馆行业体验营销策略 --------------------------------------- 86

第三节研究局限性、后续研究与展望 --------------------------------- 92

参考文献------------------------------------------------------------94

附录 1：焦点小组访谈提纲 --------------------------------------------99

附录 2：调查问卷 ---------------------------------------------------100

附录 3：作者在读期间发表的学术论文及参加的科研项目 -----------------103

致谢 -------------------------------------------------------------104

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摘要：

浙江财经学院硕士学位论文I摘要随着市场竞争的日趋激烈，企业组织迫切寻找具有竞争力的营销策略以迎合经济和市场发展趋势。目前，西方发达国家已经从服务经济走向体验经济时代，跨国公司开始实施体验营销，迎合发展趋势；我国虽未进入体验经济时代，但人们受大品牌体验营销影响，高收入阶层对体验需求已经比较强烈，在我国的一些发达地区、发达城市，服务等行业已开始注重实施体验营销。今天，体验营销无处不在：各市场、各行业（消费、服务、技术和工业），以及各种不同类型的组织都开始采用体验营销方式开发新产品、与客户沟通、改善销售关系、选择业务伙伴、布置零售展台、建设网站，而且这种转变日益明显。越来越多的营销人员正在摒弃传统的...

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