The Issues Of Urban Leisure Fishery Brand Based On Customer Satisfaction

Leisure is an experience in order to restore health and re-create life.With the continuous improvement of the social productiveforces,urban living and consumption levels will also rise,in basis of meeting material needs of people in the existing gradually beganto desire the spiritual needs, and the desire is growing.Urban leisure fishery is to allow people to ease the pressure on the externalsocial environment.and provide a temporary, free leisure environment, and meet the physical and psychological needs of people.The leisure fisherise of Every urban in China are developing.For example, in2009,the breeding area of ornamental fish is1,000hectares in Beijing. Annual production is290million.Out of the city’s total population increased11percent over the previousyear,and the domestic sales volume increased15%over last year.In2010, the breeding area of ornamental fish is200.64hectares inShanghai,exporting20,130,000, domestic sales is43.91million.The total Fishing covers area is304.93hectares,and the total incomeis3,525,400yuan.However, due to the existing Urban leisure fishing market is extremely competitive.Product homogeneity isserious,and few managers design products from the perspective of customer needs.So how to meet customer demand,and standingout the many similar products is worth pondering for managers.In this paper, combined with a multi-disciplinary theory of the associated problems in process of urban leisure fishing branddevelopment, such as leisure fishing theory, urban fisheries theory, customer satisfaction theory, theory of consumer behavior, brandtheory, marketing theory, and through SPSS18.0using Excel and statistical analysis software, and analysis the survey data.In thispaper, through to research the relevant literature in the leisure fisheries,the author finishes the research problems in brandconstruction of urban leisure fisheries, and then undertooks a review of the theory of customer satisfaction.In based on The AmericanCustomer Satisfaction Index (ACSI) model,the paper builds a customer satisfaction evaluation index system of urban leisurefisheries. And through surveying in Natong Shi Wai Tao Yan leisure farms and Shanghai Xi Bu Yu Cun recreational fishingCenter,the paper analysis the customer satisfaction of urban leisure fishies, and mades recommendations accordinglyThis paper is divided into six parts:(1) The first part is introduction: This study describes the background, purpose and significance, domestic and internationalresearch reviews, and research methods and research framework.(2) The second part is discussing the theories:Including the concept of urban leisure fishies,satisfaction, and customersatisfaction index;the effects of the satisfaction of the customer to purchase behavior; purchase intention, experiential marketing andcustomer experience, brand strategy.(3) The third part is designingy the urban leisure fisheries customer satisfaction index evaluation system:The main objective ofurban leisure fisheries customer satisfaction model, the variables of the model are explained, and made the model underlying assumptions,.The questionnaire has been designed,and validity of the questionnaire were controlled.(4) The fourth part is empirical analysis and results:The first,the paper describes the relevant circumstances of the twosurveys.The second, empirically analysises the survey data, mainly including two aspects, the basic situation of the customer surveyto the overall analysis and comparative analysis of two, including a description statistical analysis, comparing the mean analysis,ANOVA, multiple independent samples t test, correlation analysis and regression analysis. This part of the core content of thisarticle.It can be seen through the analysis of urban leisure fishery on a higher enthusiasm that customers are mainly population ofmale and they are highly educated population.Their household monthly income is less than5,000yuan, and they are mainlyintroduced by friends and family about urban leisure fishery. Compared with Shi Wai Tao Yuan, the customer experience andexpectations on Xi Bu Yu Cun is quite different, indicating that urban recreational fisheries can not meet the different needs ofcustomers based on the recreational fishing, which requires operators expanding the funding sources to increase the investment of thefacilities,and can not select only a recreational fishing project, but also appropriatly increase in different recreational facilities. Butthe theme of positioning must be clear, not blindly follow the trend.(5)The five Part is the recommendations of the development of urban leisure fishery brand based on customer satisfaction: Forthe the main results of the analysis of the fourth part,the paper proposes the recommendations of urban leisure fishery in the branddevelopment process.