历史文化街区作为城市个性和文化的重要载体，在城市发展规划中得到管理者越 来越多的重视，除了单纯对建筑、街区外观、环境进行保护之外，历史文化街区还应顺 应经济的发展，符合当地居民的利益，才能最终实现可持续发展。近几年来，伴随着经 济的快速增长与科技水平的快速提高，体验经济登上世界舞台。区别于服务经济，体验 经济强调顾客的参与体验，把为顾客创造美好经历作为首要目的，这一点完全符合历 史文化街区的发展要求。因此，体验营销在历史文化街区保护与更新中将有广阔的应 用前景。 本文采用文献研究法、专家咨询法、实地调研法与定量分析法，基于体验营销对南 京老城南历史文化街区体验价值体系构建展开研究。通过大量查阅历史文化街区保护 更新与体验营销的文献，以顾客的实际感受为出发点，详尽分析了体验价值感知与获 得的过程。经过实地调研后，本文系统梳理了历史文化街区的构成，并对影响顾客体验 的重要因素进行归纳，设计出来访顾客体验评价指标，根据该指标展开对老城南历史 文化街区体验价值的论证。最后，本文运用ASEB栅格分析法对老城南历史文化街区 的体验价值构成进行优势、劣势的分析，并根据该结果提出老城南历史文化街区的体 验价值提升策略。 经过研究，本文发现体验价值感知与获得来源于顾客总成本与顾客实际获得总价 值的之间的期望差值，也就是顾客理性与感性博弈的过程，同时，本文还依据这个结论 设计了体验价值评价模型。经过调查，本文对南京老城南历史文化街区的来访顾客的 背景、旅游决策的形成、期望度与来访满意度进行了统计分析，得出老城南历史文化街 区内对人员价值的体验感最佳，产品服务价值与形象价值因知名度高，造成实际体验 较差。 关键词：历史文化街区；体验价值维度；体验营销体系 西南交通大学硕士研究生毕业论文 第II页 Abstract As an important carrier of urban personality and culture, historical and cultural blocks have been paid more and more attention in urban development planning. In addition to the protection of buildings, block appearance and environment, historical and cultural blocks should also conform to the economic development and the interests of local residents, so as to achieve sustainable development. In recent years, with the rapid growth of economy and the rapid improvement of science and technology, experience economy has stepped onto the world stage. Different from service economy, experience economy emphasizes the participation experience of customers, and takes creating good experience for customers as the primary purpose, which fully meets the development requirements of historical and cultural blocks. Therefore, experience marketing will have a broad application prospect in the protection and renewal of historical and cultural blocks. Based on the experience marketing, this paper studies the construction of the experience value system of the historical and cultural block in the south of Nanjing. By consulting a large number of historical and cultural district protection and renewal and experience marketing literature, and taking the actual feelings of customers as the starting point, this paper analyzes the process of experience value perception and acquisition in detail. After the entity investigation, this paper systematically combs the composition of historical and cultural blocks, summarizes the important factors affecting customer experience, designs the evaluation index of visiting customer experience, and demonstrates the experience value of historical and cultural blocks in the south of the old city according to the index. Finally, this paper uses ASEB grid analysis to analyze the advantages and disadvantages of the experience value composition of the South historical and cultural block of Nanjing, and puts forward the experience marketing strategy of the South historical and cultural block of Nanjing according to the results. After research, this paper finds that the perception and acquisition of experience value come from the expected difference between the total cost of customers and the actual total value of customers, that is, the process of customer rational and perceptual game. At the same time, this paper also designs the evaluation model of experience value based on this conclusion. After investigation, this paper makes a statistical analysis on the background of visiting 西南交通大学硕士研究生毕业论文 第III页 customers, the formation of tourism decision-making, expectation and visiting satisfaction of the historical and cultural block in the south of Nanjing. It is concluded that the experience of personnel value in the historical and cultural block in the south of Nanjing is the best, and the actual experience is poor due to the high popularity of product service value and image value. Key words: Historical and cultural blocks; Experiential marketing; Marketing value system 西南交通大学硕士研究生毕业论文 第IV页 目 录 第1章 绪论 .......................................................................................................................... 1 1.1 研究背景 ........................................................................................................................ 1 1.1.1我国进入经济发展进入新时代 .............................................................................. 1 1.1.2 体验经济时代的到来 ............................................................................................. 1 1.1.3 我国历史文化街区的保护与更新 ......................................................................... 2 1.2 研究的意义 .................................................................................................................... 2 1.3 研究方法和研究内容 .................................................................................................... 3 1.3.1 研究方法 ................................................................................................................. 3 1.3.2 论文研究内容 ......................................................................................................... 3 第2章 理论综述 .................................................................................................................. 5 2.1 历史文化街区的相关概述 ............................................................................................ 5 2.1.1 历史文化街区的概念 ............................................................................................. 5 2.1.2 历史文化街区的保护与更新 ................................................................................. 6 2.2 体验营销的相关概述 .................................................................................................... 7 2.3 体验价值与价值维度的相关概述 ................................................................................ 8 2.3.1 体验价值 ................................................................................................................. 8 2.3.2 体验价值维度 ......................................................................................................... 9 2.4 历史文化街区的体验价值研究 .................................................................................. 14 第3章 历史文化街区的体验价值研究 .............................................................................. 15 3.1 历史文化街区的产品构成要素 .................................................................................. 15 3.2 历史文化街区的产品体验顾客类型细分 .................................................................. 16 3.3 历史文化街区体验营销创造主体 .............................................................................. 17 3.4 历史文化街区顾客体验价值的产生过程 .................................................................. 17 3.4.1 历史文化街区顾客预期价值 ............................................................................... 17 3.4.2 历史文化街区顾客感知价值 ............................................................................... 19 3.4.3 历史文化街区顾客体验价值的产生过程 ........................................................... 20 西南交通大学硕士研究生毕业论文 第V页 3.5 历史文化体验街区体验价值维度体系 ...................................................................... 21 第4章 南京老城南历史文化街区现状 .............................................................................. 24 4.1南京老城南历史文化街