摘要
顾客对体验需求的发展、体验所带来的优越性、以及市场竞争的激烈化,促使体验营销应运而生。作为新的战略思想,体验营销对企业盈利的作用与价值备受关注。文章在回顾现有研究成果基础上,尝试从创造价值视角,讨论体验营销的作用及其模式,以顾客终身价值(CLV)为工具,构建了体验营销的价值的测量模型。同时以体验营销的价值为优化指标,以单位服务成本作为优化问题的约束条件,建立了体验营销价值优化模型,并讨论所构建模型在营销管理实践中的应用。最后,提出了关于体验营销的未来研究论题。
With the development of customers＇ experience demands, the superiorities brought by the experience and fierce market competition ,experiential marketing comes into being. As a new strategy, the effect and value of experiential marketing on enterprise＇s profits has receivedintensive focus. The article, on the basis of reviewing existing research findings, discusses the present paradox and difficulties, and tries toanalyze the effect of experiential marketing and its pattern from the perspective of value co -creation. Thereby, a value model of experientialmarketing is proposed based on CLV. Then taking the value of experiential marketing as optimal objective and unit services cost as constraint , anoptimization model of the value of experiential marketing is proposed. The using of this proposed model to optimize marketing management isargued. In addition, an example is given to explain how that model could be used. Finally, some future research questions are discussed.
出处
《当代经济管理》
CSSCI
2016年第8期14-23,共10页
Contemporary Economic Management
基金
广东省哲学社会科学"十二五"规划项目<价值共创模式下的顾客赢利性测量与动态化管理逻辑研究>(GD15YGL01)
关键词
体验营销
CLV
顾客参与
顾客创新
价值共创
experiential marketing
CLV
customer participation
customer innovation
value co-creation
