摘要
为了让消费者获得"个性化"的愉快体验,体验营销应运而生。星巴克是运用体验营销取得成功的典范,它出售的不是咖啡,而是人们对咖啡的体验。体验营销以向顾客提供有价值、有意义的体验为主旨,以服务和商品为媒介,星巴克通过提供使消费者在心理和情感上得到满足的"星巴克体验"来吸引顾客并提高顾客的忠诚度,缔造了非凡的咖啡品牌。其背后有星巴克公司经营管理理念和系统的支持,即品质控制、重视顾客感受和对员工的倍加呵护。
Experience marketing appears to make consumers acquire personalized happy experience.Starbucks is a successful example of experience marketing,which does not sale but experience coffee.The aim of experience marketing is to provide valuable and meaningful experience for consumers by means of service and products.Starbucks attracts consumers and increases their loyalty through offering Starbucks experience satisfied in psychology and emotion,and creates extraordinary coffee brand.Its success depends on management concept and system,i.e.control product quality and treasure consumers＇ response and employees＇ love.
出处
《商业经济》
2009年第14期126-128,共3页
Business & Economy
关键词
星巴克
体验经济
体验营销
Starbucks
experience economy
experience marketing
