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21世纪．人类社会走过产品经济、服务经济，进入了体验经济时代，体验营销应运而生。体验营销是指从生活与情境出发，塑造感官、感情体验与思维认同，以此抓住消费者的注意力或培育顾客忠诚度的一系列营销活摘要：随着新世纪的到来，人们已经从传统的短缺经济跨入新经济时代。体验营销由于其本身的特征及优越性无论是在西方国家还是在中国都越来越受到广大企业的关注和青睐。那么究竞何为体验营销，其中存在哪些制约因素，同时这些问题该如何解决成为中国企业界关注的焦点，将拟从上述几方面进行分析和论述。
关键词：体验经济 体验营销 营销模式
In the 21st century, human society has gone across the product economy and service economy, entering the Experience Economy period. The experience marketing was born under such circumstance. Experience economy refers to a series of marketing activities which catch the consumers’ attention and cultivate their loyalty by creating sense and emotion experience and acknowledgement from the perspective of living and context. With the coming of new century, people have entered the new economic period from the traditional shortage economy. Because of its own characteristics and superiority, experience marketing has been more and more popular with enterprise of both China and foreign countries. So what is experience marketing? What are the restrict factors? And how to solve these problems? These become the focus of the Chinese enterprises. This essay will make analysis about the aspects mentioned above.
Key words: experience economy; experience marketing; marketing model
Key words: experience economy; experience marketing; marketing model
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第1个回答 2008-12-15
21. Product of human society through the economy, service economy, has entered the era of economic experience, marketing experience, came into being. Experiential Marketing refers to the life and situation from the start shaping the sensory and emotional experience of thinking and agree that in order to seize the attention of consumers or cultivating customer loyalty marketing of a series of live Abstract: With the advent of the new century, people from The shortage of the traditional economy into the new economic era. As the experience marketing its own characteristics and advantages of both the West and in China have been increasingly concerned about the vast number of enterprises and favor. He then compete for the study of marketing experience, of which there are constraints which, at the same time how to solve these problems the Chinese business community has become the focus of attention will be from the above analysis and discussion.
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