通信企业基于体验营销的顾客满意度的实证研究

从体验营销的角度研究通信企业的顾客满意度。为使研究更有针对性，选取了中国移动作为研究对象，运用管理学、营销学、消费者行为学及相关学科理论，采用理论研究和实证研究相结合的研究方法进行研究。首先提出了基于体验营销的顾客满意度模型和假设；然后通过因子分析、方差分析和相关分析验证其假设；最后分析研究结果，提出相应的营销策略。

An Empirical Study of Consumer Satisfaction Based on Experiential Marketing of Communications Enterprises

This thesis attempts to study the consumer satisfaction of communications enterprises from the perspective of experiential marketing. In order to make the study more targeting and convincing, this thesis selects China Mobile as its studying object, adopts theories from management, marketing, consumer behavior and other courses theories, and employs the research method of integrating theoretical and empirical studies. First, this thesis proposes the model and hypothesis about consumer satisfaction based on experiential marketing. Secondly, through the factor analysis, the variance analysis and the related analysis, this thesis establishes the hypothesis advanced earlier. Finally, this thesis analyzes the result of empirical study and brings forward a series of marketing strategies accordingly.