Cultural and Creative Store Marketing Strategy - An Example of Zhong Wen Tang Store
|關鍵字:||毛筆;品牌形象;服務品質;認知價值;顧客滿意度;顧客忠誠度;brush pen;brand image;service quality;perceived value;customer satisfaction;customer loyalty|
As Chinese culture symbolic, writing brush and its group are oblivion gradually, taken place by ball-point pen, keyboard of cybernate & internet age, and also no writing brush course required formally from standard education system. Flashing back to 60~70 years ago, it was the glory moment of writing brush since writing brush culture spreading from China mainland to Taiwan, as famous exported product to Japan. Now is declining business because of worldwide trend and education policy. Zhong-Wen-Tang is a long history Chinese writing brush shop with 70 brilliant years. Nowadays, to give new life of writing brush from its skills maintain, promotion, and creative culture integration to reborn from existing arduous industrial environment, this is an undeniable task what I shall take as 3rd generation of Zhong-Wen-Tang. This study is mainly based on the Zhong Wen Tang customer questionnaires for the study, understanding of Wen Zhong Tang customer's consumption behavior. In this study, structural equation modeling analysis of brand image, service quality, perceived value, customer satisfaction and customer loyalty relationship. And the use of factor analysis, reliability analysis, Pearson correlation, regression analysis, ANOVA statistical methods such as quantitative analysis and qualitative analysis of interviews with consumers, Come to the following findings and found that: (1) For the purposes of demographic analysis found that the current customer group to the student group is in the majority, but the student group may be used in the school curriculum or associations brush must think about how to make students group uses a brush habit continues to. (2) Brand image, service quality, perceived value and customer satisfaction and customer loyalty and have made a significant positive impact. (3) In terms of customer satisfaction and customer loyalty, and its overall score is not high, it is necessary to proceed to enhance two important indicators. (4) From the regression equation that perceived value is the most important factor to improve customer satisfaction and loyalty. v (5) Zhong Wen Tang brand image and cultural standards, create a personal style products, in order to meet the customer's identity. (6) In the service quality, we must strengthen the immediate reaction of the customer service extremely active care service. (7) On the perceived value, first and foremost, is to enhance the quality of products and services, to enhance the feelings of the customer for products and services, so that customers can get the desired value from the products and services, and even beyond the value of money.