摘要
随着体验经济时代的来临,消费者的消费行为发生了改变,人们的消费需求从货物、商品、服务转变为体验。为适应体验经济时代营销环境的变化,企业营销战略应在营销活动的指导方针、营销重点及营销手段等方面做出相应调整。
With the arrival of experience economy era,people's consumption demand changes from goods,merchandise and service to cxperiencing.The paper analyses the characteristic and consumption characteristic of experience economy era,and puts forward the markeling stralegy that enterprises should take in experience economy era.
出处
《广东商学院学报》
2003年第4期12-15,共4页
Journal of Guangdong University of Business Studies
关键词
体验经济
消费需求
营销战略
experience economy
consumption demand
marketing atrategy
