摘要
体验营销作为一种新型的营销理论和营销方式,目前在理论上尚未获得市场营销学界的共识,而体验营销的实践却鲜活得多。因此,本文重点探讨了体验营销的实际应用问题,包括体验营销的应用基础与应用领域、体验营销形式的适用范围与执行工具,并指出,目前中国企业开展体验营销应与现阶段的经济发展水平和服务营销质量相适应,注重契合消费者的心理需求属性,立足中国悠久的历史和文化,加强对国外先进的文化体验产品的学习与借鉴,并注意体验营销的管理与实效。
As a new approach to marketing, experience marketing has not won universal acceptance in the theoretical circle of marketing though in practice it is more active and fresh. With this background, the article discusses the practical application of experience marketing, including the application basis and spheres, the application range, and the experience providers. It＇s proposed that experience marketing in China should fit in with the economic development and marketing quality. The psychological demand of consumers together with the Chinese culture must be considered, efforts should be made to learn from advanced experience marketing cases in foreign countries, and sufficient attention should be given to the management and efficacy of experience marketing.
出处
《武汉科技大学学报（社会科学版）》
2008年第4期68-72,共5页
Journal of Wuhan University of Science and Technology:Social Science Edition
关键词
体验营销
心理需求
应用基础
适用范围
experience marketing
psychological demand
application basis
application range
