English  |  正體中文  |  简体中文  |  Post-Print筆數 : 11 |  Items with full text/Total items : 88613/118155 (75%)
Visitors : 23460005      Online Users : 253
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/59267


    Title: 台灣兒童娛樂體驗企業探討研究
    The research of Kid’s Entertainment Experience Industry in Taiwan
    Authors: 沈佳穎
    Chia-Yin Shen
    Contributors: 沈佳穎
    Chia-Yin Shen
    Keywords: 體驗經濟
    體驗價值
    兒童娛樂體驗企業
    Date: 2009
    Issue Date: 2013-09-02 15:33:32 (UTC+8)
    Abstract: 人類生活於群體社會中,其社會分工越趨細緻,消費經濟價值不斷演進,所交易的商品也越趨複雜且抽象化,從「有形商品」轉為「無形服務」,進而轉化成個人差異化之「深刻難忘之體驗經濟」,最終以「轉化/昇華顧客」為商品進行收費,故體驗之提供與需求,將會越趨頻繁出現於日後交易,例:文化創意教育藝文產業。
    兒童娛樂體驗產業,隸屬於文化創意教育藝文之一支,亦是目前新興發展之產業,本研究為求精確瞭解兒童消費市場狀態,因此鎖定以兒童為目標消費群,娛樂體驗產業為探討主軸,針對「兒童娛樂體驗企業」深入探討,瞭解其體驗價值產生要素及其內容。
    本研究以質性調查為主:深入個案訪談、專家訪談、焦點群體訪談,瞭解企業與此產業相關人士對兒童娛樂體驗產業之認知。並搭配量化問卷調查,以求得大台北地區家長對兒童娛樂體驗產業之認知。並採行體驗相關理論:Pine & Gilmore(1998)體驗經濟、Mathwick et al.(2002)四種體驗價值。並參閱各種體驗相關論文、期刊,及兒童教育遊戲教育等論述,瞭解此兒童娛樂體驗產業之脈絡,以此為研究基底內容,並設計研究架構,隨提出以下研究發現:
    兒童娛樂體驗企業發展脈絡
    1-1-1台灣兒童娛樂體驗企業相信歐美國家兒童娛樂體驗企業的經驗。
    1-1-2兒童娛樂體驗企業依歐美>台灣>中國方式傳遞。
    1-1-3中國大陸的兒童娛樂體驗企業依循台灣兒童娛樂體驗企業之經驗模式,現今蓬勃發展中。
    1-2兒童娛樂體驗企業期望自身可以提供「轉型體驗」之體驗價值。但目前此體驗價值並未被全部的體驗者認同。

    兒童娛樂體驗企業提供的體驗服務與體驗價值
    2-1兒童娛樂企業皆具成系統之教案或專家背書其教學理論
    2-2兒童娛樂體驗經營團隊需具備教育孩子與對待孩子之「專業知識」、「父母心」
    2-3 兒童娛樂體驗經營團隊需具備對兒童產業之真誠信念
    2-4兒童娛樂體驗企業徵選人才重視對此產業之熱誠,並培養為教育專業人才
    2-5兒童娛樂體驗企業提供「遊戲活動」讓孩子與家長參與。
    2-6兒童娛樂體驗企業所提供給孩子的體驗內容以抽象藝文為主題,並以孩子日常生活中取材,讓孩子更容易接受。例如:運動、音樂、藝術、世界文化、家
    2-7-1兒童娛樂體驗企業兼具體驗四價值:趣味、美感、經濟、服務。兒童所獲得之體驗價值為:趣味、美感。父母所獲得之體驗價值為經濟、服務、美感。
    2-7-2兒童娛樂體驗企業兼具體驗四類型:娛樂、教育、審美、忘我體驗。多數兒童娛樂體驗企業著重於娛樂、教育此兩類之提供。
    2-7-3兒童娛樂體驗企業透過遊戲活動、親子互動,讓消費者獲得體驗價值。
    2-8兒童娛樂體驗企業所提供的「環境空間與設備」都需精心設計,讓消費者感受到親切舒適且歡樂愉悅的氣氛,並且達到轉換心情之目的。
    兒童娛樂體驗企業與購買者(家長)、使用者(孩童)之牽引關係
    3-1 兒童娛樂體驗企業提供之活動,必須形成無形之「拉力」、「推力」,連結孩子與家長之關係,使活動帶領人、家長、兒童共同參與。
    3-2兒童娛樂體驗企業需提供環境與活動的平台,讓家長與孩童;家長與家長;孩童與孩童彼此的(互動性)黏性增加。
    3-3兒童娛樂體驗企業,需產生購買者(家長)、使用者(孩童)之情感懸念進而產生再購買行為。
    3-4兒童娛樂體驗企業,需在購買者(家長)消費時,對兒童娛樂體驗企業產生專業信賴感,而後開始培養使用者(孩童)之品牌忠誠度。
    3-5圖解兒童娛樂體驗企業、家長、兒童三者關係

    3-6兒童娛樂體驗企業價值分析:
    • 父母深愛孩子的心,使價值產生
    • 父母認為教育的效果產生,使價值產生
    • 父母相信孩子轉化(未來潛能)啟發,使價值產生
    • 父母喜愛觀察孩子們參與體驗活動後的轉變與成長,使價值產生
    3-7兒童娛樂體驗企業提供給家長的價值分為直接與間接兩種模式

    台灣兒童娛樂體驗企業經營建議
    健寶園經營建議:
    1.健寶園需增加普遍大眾市場對於兒童早期教育的認識
    2.健寶園需以價格區分目標消費客群,並提供更適切的服務與體驗內容
    Baby Boss City的經營建議:
    Baby Boss City的城市內部需維持其運作的法則。內部的所有供給與消費必須都以Baby Bucks來換取做媒介,避免現實生活的金錢流通
    故事屋的經營建議:
    1. 故事屋需建立獨一無二的品牌地位
    2. 故事屋需持續訓練師資及成立故事部門,維持說故事的品質與內容
    妙事多的經營建議:
    1.妙事多需更確立形象與經營理念,避免讓其形象與台灣坊間的補習班重疊
    2.妙事多需提升大眾市場對兒童早期教育的認知
    蘇荷兒童美術館的經營建議:
    1.蘇荷兒童美術館可透過政府教育機關增加普遍家長與教師的認知程度
    2.蘇荷兒童美術館需更積極投入於赴中國大陸的創建與經營
    Abstract
    This study focus on「the Kid’s Entertainment Experience Industry」which means Kid through play to know and understand this world, through playing game kid and their parents learn from it. This expressive which kid love and parents also need .

    Kid's entertainment industry, a part of the cultural and creative arts education industry, also the development of the industry is currently emerging, in this study the researcher try to find the currently kid marketing condition and the value of the kid’s entertainment expressive industry , and try to find the key elements of the Kid’s entertainment industry. The purpose of this studied and researched the conclusion try to find the best way to run the kid’s entertainment industry.

    In this study through qualitative survey: in-depth interviews, expert views, focus group interviews to understand the thinking of business stakeholders and kid’s relations who including: parents, teachers. And adopt theories : Pine & Gilmore (1998) The experience economy, Mathwick (2001), “Experiential Value: Conceptualization, Measurement and Application in the Catalog and Internet Shopping Environment,”The variety of experiences related essay and children's educational games and educational discourse, to understand the context of children's entertainment industry, as a research base content and design of architecture, with the following findings:

    The conduction following:
    Context of Kid’s entertainment business development
    1-1-1 Kid's entertainment business in Taiwan believe that Europe and the United States experience in Kid’s entertainment business.
    1-1-2 According to Kid’s entertainment business the way following:
    Europe /America=> Taiwan=> China's way of delivery.
    1-1-3 Entertainment experience Business for children in China follow Taiwan's business experience in Kid’s entertainment business model.
    1-2 Kid’s entertainment industries expect their provide could let experience 『transform』which the highest value in the experience economy ,but the experience of all those who have not been really recognized.

    Kid’s entertainment industry provide experience service with experience value
    2-1 Kid’s entertainment with their professionally respective fields and system lesson plans on teaching theory or expert endorsement.
    2-2 The member of Kid’s entertainment experience company who with the "professional knowledge" and " similar parents "
    2-3 Kid’s entertainment experience management team need to have sincere belief in the child industry.
    2-4 Kid’s entertainment company conduct the interview which select the people who have passion and professional training for education background.
    2-5 Kid’s entertainment company provide "activities" which are a kind of games, let children and parents to participate and enjoy it. After the activities parents and children both want to go back there.
    2-6 Kid’s entertainment company provide the activities with the content from literary art and the material which from the children life. For example: sports, music, art, world culture, family.
    2-7-1 Kid’s entertainment company with four values: fun, aesthetic feeling, economic benefits, and services. Children experience the value obtained is: fun, aesthetic feeling. And the parents get the value of the aesthetic feeling, economic benefits, services.
    2-7-2 Kid’s entertainment experience combines four types of business: entertainment, educational, aesthetic, ecstasy experience. Most of the children entertainment company focused on entertainment, education.
    2-7-3 Kid’s entertainment experience company through parent-child interaction create the experience value.
    2-8 Kid’s entertainment company provided great atmosphere and designed environment of space and equipment let consumers feel warm and comfortable the atmosphere which can’t create by parents themselves at home.

    The traction between Kid’s entertainment business , the purchaser (parents)and users (children)
    3-1 Kid’s entertainment experience company provide the activities to create invisible "pull" and "push" link the relationship between children and parents to lead people, parents and children to participate.
    3-2 Kid’s entertainment companies need to provide a platform for parents and children, through the platform let parents and parents; children and children with each other increase the connection between them
    3-3 Kid’s entertainment business let consumers create the “emotion and suspense” that let consumers come back and re-purchase.
    3-4 Kid’s entertainment business should express their profession let consumers (parents) put their faith in them, after consumers expressive it. The parents transfer their truth to be a kind of brand loyalty
    3-5 A diagrammatic explanation the Kid’s the relations between entertainment businesses, parents and children.
    3-6 Analysis of Kid’s entertainment business value:
    • Parents love their Kid’s so that the value be create and make sense.
    • Now the parents care the education much more than before so the value generated.
    • Parents believe after that children expressive the activities will inspired children and let children have more potentiality.
    • Parents enjoy their children converted and the moment in the atmosphere and activities.
    3-7 After clarify all the value what provide Kid’s entertainment company, we can find the value for parents and children which divided into directly and indirectly.

    Kid’s entertainment business in Taiwan proposition:
    GEMBOREE managements suggestion:
    1. GEMBOREE need to increase general public awareness of the market for early education.
    2. GEMBOREE need to distinguish the activities by different price for different target customers and provide more appropriate services and experience of activities’ content
    Baby Boss City management suggestion:
    Baby Boss City must maintain its operational rule. All the internal supply and consumption must use Baby Bucks and avoid using real money.
    Story House business suggestion:
    1. Story House need to establish a unique brand position.
    2. Story House should train the teachers and create the department of story creation to maintain the quality and content of storytelling
    Musik Garten business suggestion:
    1. Musik Garten need stronger brand image which recommend itself unique courses, to avoid the same image of Taiwan tradition cram school.
    2. Musik Garten need to raise public awareness of early education.
    Soho Kid’s Art Museum management suggestion:
    1. Soho Kid’s art Museum should increase general awareness of parents and school teachers by government educational institutions.
    2. Soho Kid’s Art Museum should be more actively involved in China marketing
    Reference: 中文:

    1. B. Joseph PineII & James H. Gilmore,(民92),體驗經濟時代,(夏業良、魯煒譯),台北:經濟新潮社出版:城邦文化發行。(原著出版年:2000)
    2. B. Joseph PineII & James H. Gilmore,(民97),體驗真實,(邱如美譯),台北市:天下雜誌(原著出版年:2004)
    3. Carol Stock Kranowitz,(民94),玩出優秀,玩出健康:115個促進感覺統合的基本遊戲,(許靜婕譯)台北市:久周
    4. Johnson, J. E., Christie, J. F. & Yawkey, T. D. (民81)。兒童遊戲:遊戲發展的理論與實務(郭靜晃譯)。台北市:揚智文化。(原作1987出版)
    5. 王世澤(2003)體驗行銷:模型發展與實務驗証。國立中央大學企業管理研究所,碩士論文,未出版,桃園縣。
    6. 王育英、梁曉鶯譯(民95),Schmitt(1998),《體驗行銷》(Experiential Marketing),經典傳訊出版。
    7. 余紫瑛(2000)。探索教育活動影響國中學生自我概念與人際關係之實驗研究。國立台灣師範大學公民訓育研究所碩士論文,未出版。
    8. 李仁芳(民72),兒童資訊處理與消費行為發展之研究,政治大學企業管理研究所博士論文
    9. 李仁芳(民67),兒童在家庭購買決策中影響地位之研究,政治大學企業管理研究所碩士論文
    10. 何英奇(2001)。行思知交融的經驗學習模式在綜合活動課程上之應用,錄用於歐用生、莊梅枝主編,九年一貫課程學習領域研討會論文集,台北:中華民國教材研究發展學會。
    11. 余泰昇(1995),「兒童在家庭購買決策的相對影響力之研究-以臺中市為例」,東海大學企業管理研究所碩士論文。
    12. 高千函(民94),創意生活產業體驗營造之探究,國立政治大學科技管理研究所碩士論文
    13. 陳淑敏(民94),遊戲學習,台北:心理出版社股份有限公司。
    14. 宋靜怡(民97),付費夢工廠baby boss人氣不墜,經濟日報
    15. 呂馨玲(民97),讓小孩扮演大人世界的職業baby boss再掀體驗熱潮,天下雜誌391期
    16. 林淑敏(民94),體驗學習在國小社會領域教學之實地研究,國立政治大學教育學系心輔組博士論文
    17. 林千鈴(2003),《藝術基因改造》,青林國際出版。
    18. 林梅芳(民98),體驗式教育讓Baby變Boss。日月文化出版有限公司
    19. 林梅芳(民98)從夢想家到實踐家,我是職業達人。日月文化出版有限公司
    20. 林佳慧(民88)是非之爭-才藝班。幼教資訊,91,頁4-18。
    21. 林佳慧(民88)。「美國、德國與瑞典的親職假政策研究:從福利國家制度面來探討」。國立臺灣大學政治學研究所碩士論文。。
    22. 林家儀(民92),反向代間影響及服務業行銷組合對顧客滿意度影響之研究-以兒童美語補習班為例,銘傳大學國際企業研究所碩士論文
    23. 曾如瑩(民97),《全球話題》讓兒童「玩」大人職業的新樂園,商業周刊/1038期
    24. 陳曼儂(民97),少子趨勢兒童產業看衰?聯合報2008-09-01
    25. 林茂仁、徐谷楨(民97),中保寶貝城-搶攻春節兒童商機,經濟日報2008-02-05
    26. 郭靜怡(民98),兒童美語補教業消費者決策行為之研究,政治大學科技管理研究所碩士論文
    27. 殷嘉良(民99),體驗行銷、體驗價值、顧客滿意度與顧客忠誠度影響之硏究 以宜蘭香格里拉休閒農場為例,政治大學商管專業學院碩士論文
    28. 張春桂(民93),從國小學童課後補習狀況與家長決策行為之探討-以台南市為例,台南大學社會教育所碩士論文
    29. 蔡秉螢(民97),幼兒園品牌領導策略之研究,政治大學幼兒教育研究所碩士論文
    30. 劉維公(民92),《什麼是文化創意產業?文化創意產業的時代意義》,今藝術雜誌,5月。
    31. 梁嘉惠(民98)現代幼兒教育 CH10,幼兒所時期-為學校及生活做準備-The Preschool Year:Getting ready for School and Life,George S. Morrison,
    32. 蘇秀枝(民94)。國小學童課後托育、補習才藝與學業成就、行為適應之關係—以台中縣大里市為例。朝陽人文社會學刊,3(1),173-223。











    英文
    1. Babin et al., 1994 B.J. Babin, W.R. Darden and M. Griffin, Work and/or fun: measuring hedonic and utilitarian shopping value, Journal of Consumer Research 20 (1994), pp. 644–656. Full Text via CrossRef
    2. Batra, Rajeev & Olli T. Ahtola (1990), “Measuring he Hedonic and Utilitarian, Sources of Consumer Attitude,” Marketing Letters, 2, 159-170, April.
    3. Chain Store Age. (1996). Seven Pillars to Future Success, (August). 9A–15A.
    4. Dodds&Monroem.(1985);. Dodds, W. B. and K. B. Monroe(1985).”The Effects of Brond and Price Information on Subjective Product Evaluations,”in Advances in Consumer Research, Vol.12.Elizabeth C. Hirschman and Morris B.Holbrool, eds.Provo, UT: Association for Consumer Research,pp.85 90
    5. Deighton, J., & Grayson, K. (1995). Marketing and seduction: Building exchange relationships by managing social consensus. Journal of Consumer Research, 21(4), 660
    6. Holbrook(1994) Holbrook, M. B. (1994). The Nature of Customer Value: An Axiology of Services in the Consumption Experience, in R. T. Rust and R. L. Oliver(eds)Service Quality: New Directions in Theory and Practice, 21-71. Thousand Oaks, CA: Sage Publications.
    7. Holbrook, M.B.(2000).”The millennial consumer in the text of our times: Expertence and entertainment》,”Journal of Macromarketing,20(2), 178-192.
    8. Huizinga, J., & Ludens, H. (1955). A study of the play element in culture. Boston: Beacon
    9. Jeremy Rifkin.(1996)The end of the work
    10. James U. McNeal, ”Kids’ markets,” American Demographics, Vol.20, No. 4.,1998
    11. Mathwick, Charla, Naresh Malhotra and Edward, Rigdon (2001), “Experiential Value: Conceptualization, Measurement and Application in the Catalog and Internet Shopping Environment,” Journal of Retailing 77, 39-56.
    12. Mano, Haim and Richard L. Oliver (1993), “Assessing the Dimensionality and Structure of the Consumption Experience: Evaluation, Feeling and Satisfaction,”Journal of Consumer Research, 20, 451-466, December.
    13. Mc Graw-Hall(2002).Internet Business Model
    14. McNeal, J. U.(1992),”The Little Shoppers,” American Demographics, Vol.14(2), pp.48-52.
    15. Pine, & Gilmore. (1998). The experience economy : work is theatre and every business a stage. Harvard Business School Press
    16. Pfeiffer /Jossey-Bass(2000).Tesoro, F., & Tootson, J. Implementing Global Performance Measurement System: A Cookbook Approach.
    17. Rokeach. (1973). “The Nature of Human Values,” New York: The Free Press.
    18. Rys,Frederick and Luery(1987) Rys, M. E., Fredericks, J. O., & Luery, D. A., (1987). Value=quality? Are service value and service quality synonymous: a decompo-sitional approach. In Add Value to Your Service, 25-28. America: American Marketing Association.
    19. Sheth,Newman & Gross.(1991),Sheth, J. N., Newman B. I., and Gorss B. L. (1991), “Consumption Values and Market Choices-Theory and Applications”., OH: South-Western Publishing Co., Cincinnati.
    20. Sheth(1991), J. N.. Consumption value and Market choice. South-Western Publishing Co. Tes, D. K., & Wilton(1988), P. C. Models of consumer satisfaction: An extension. Journal of Marketing Research 25. May, 204~212.
    21. Virginia Postrel(1996). Reason Magazine Forbes ASAP,26 February,p.118
    22. Zeithaml, V. A. (1988), “Consumer Perceptions of Price, Quality, and Value: A Means-EndModel and Synthesis of Evidence”, Journal of Marketing, 52: pp.2-22.









    參考網站:
    1. Baby Boss City官方網站,http://www.Baby Boss City.tw/
    2. 健寶園官方網站,http://gymboree.anow.com
    3. Gymboree官方網站,http://www.gymboreeclasses.com/index.jsp
    4. 故事屋官方網站,http://www.kidstoryhouse.com.tw/
    5. 妙事多官方網站,http://www.piedpiper.cc/
    6. 蘇荷兒童美術館官方網站,http://www.artart.com.tw/
    7. ChinaVenture,http://news.chinaventure.com.cn/2/20091013/27313.shtml
    8. TED,Stuart Browncv,http://www.ted.com/talks/lang/eng/stuart_brown_says_play_is_more_than_fun_it_s_vital.htm
    9. 藏經閣,侯文詠:不要讓孩子的快樂輸在起跑點上,http://csie-tw.blogspot.com/2009/10/blog-post_17.html
    10. 愛兒時代招商手冊,http://pubamerica.com/index.php?option=com_content&view=article&id=41&Itemid=42
    11. 艾索少年兒童市場調查公司,http://www.answer-child.com/results.asp
    12. 內政部統計通報,http://sowf.moi.gov.tw/stat/week/list.htm
    13. 國際兒童遊戲權協會(The International Association for the Child’s Right to play,IAP):http://www.ipausa.org/
    14. 高雄市政府教育局網站,http://www.kh.edu.tw/releaseRedirect.do?unitID=183
    Description: 碩士
    國立政治大學
    科技管理研究所
    97359008
    98
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0097359008
    Data Type: thesis
    Appears in Collections:[科技管理研究所] 學位論文

    Files in This Item:

    File SizeFormat
    index.html0KbHTML308View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告
    1.本網站之數位內容為國立政治大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,惟仍請適度,合理使用本網站之內容,以尊重著作權人之權益。商業上之利用,則請先取得著作權人之授權。
    2.本網站之製作,已盡力防止侵害著作權人之權益,如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員(nccur@nccu.edu.tw),維護人員將立即採取移除該數位著作等補救措施。
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback