摘要
经过 700 多年的演化,关系价值已成为国际书展的主导性顾客价值。本研究利用阶梯访谈法和阶梯式定量分析构建国际书展顾客价值的层级结构,提出参展商最看重的属性层、结果层和目标层顾客价值分别是参展商的质量、品牌宣传和关系价值,但不同层级和层级内部各个元素之间的联系是不平衡的。诸多因素如参展商与主办方互动程度、参展商性质和参展个体职位高低都会影响参展商从国际书展中获得顾客价值。
Since the establishment of Frankfurt Book Fair in the 14th century, the book fair has gone through more than 700 years, and the dominant value has been changed into relationship or network value. This paper constructs the hierarchical value map of an international book fair according to the instruction of laddering theory, method and analysis. On the basis of that, it reveals the quality of exhibitors is the key value at attribute layer, brand publicity at consequence layer, network at goal layer, and the imbalance between different values and different layers. In addition, too many things would influence the access to the value from the international book fair, such as the interactivity between customers and organizers, or the exhibitors themselves.
作者
黎娇
Li Jiao(Huazhong University of Science and Technology Library, Wuhan, 430074)
出处
《出版科学》
CSSCI
北大核心
2019年第5期109-118,共10页
Publishing Journal
关键词
国际书展
图书博览会
关系价值
顾客价值
价值层
International Book Fair
Book expo
Network
Customer value
Hierarchy structure
