摘要
我国食品安全事件频发,导致传统营销方式已无法重塑消费者对"中国制造"的信心,寻求新的营销方式已成为企业和理论界面临的重要课题。从企业发展工业旅游的现实出发,结合体验经济时代下的体验营销这一新型营销方式研究工业旅游体验营销对工业企业品牌形象的影响。通过实证研究发现,工业旅游认知体验和互动体验对企业品牌形象均具有正向的促进作用。与互动体验相比,认知体验对企业品牌形象的影响更大,且游客信任感知在工业旅游体验营销方式影响企业品牌形象当中起到部分中介作用。
In China, the frequent occurrence of food safety made the traditional marketing methods were unable to reshape the confidence of consumers in the ＂Made in China＂. Seeking new marketing methods became an important issue for enterprises and theorists. This paper analyzed the intuence of industrial tourism experience marketing on the brand image of industrial enterprises from the reality of enterprise development of industrial tourism and the experience marketing under experience economy. According to empirical studies, this paper found that the cognitive experience and interactive experience had significantly positive influence on the enterprise＇ s brand image, and the influence of cognitive experience on the enterprise＇ s brand image was greater than that of the interactive experience. Consumers＇ perception of trust between the industrial tourism＇s experiential marketing and the enterprise＇s brand image showed a partial intermediary role.
出处
《资源开发与市场》
CAS
CSSCI
2017年第8期1021-1024,共4页
Resource Development & Market
基金
国家社科基金项目"西北少数民族地区公共危机管理与应急体系建设创新研究"(编号:16BGL178)
甘肃省自然科学基金项目"甘肃省特色农产品质量安全契约治疗机制研究"(编号:1606RJZA046)
兰州财经大学2016年校级重点项目"互联网+背景下甘肃物流服务供应链整合路径优化"(编号:Lzufe201602)
关键词
工业旅游
体验营销
游客信任感知
企业品牌形象
industrial tourism experience marketing
consumers＇ trust perception
enterprise brand image
