体验营销下如何提高顾客忠诚度

本文认为,随着体验经济的来临,人们的消费不再仅仅满足于获得更多的物质产品与获得产品本身,而是更多地考虑商品的象征意义和象征功能,更加注重通过消费获得个性的满足,维持顾客对企业的忠诚度成为企业面临的一个十分严峻的问题。文章提出,体验营销下顾客忠诚度除受消费情感、转换成本、关系信任和竞争替代者吸引力等因素影响外,还与企业体验需求的准确识别、顾客的参与程度及企业与顾客之间的沟通情况有关。企业要想获得竞争优势,必须认真分析顾客心理,采用体验营销组合策略,通过品牌营销、情感营销、顾客体验管理来提高顾客忠诚度。

How to Enhance the Customer's Loyalty under Experience Marketing

With the arrival of experience economy,the conception of consumption of modern society people no longer stays only in getting more physical products and product itself.On the contrary,consumer purchases the commodity out of more and more consideration on the symbolic meaning and the symbolic function of commodity.Namely,people pay more attention to obtaining satisfaction of the individual character through consuming.So,it will be a very severe problem to maintain customer's loyalty to enterprises under the experiencing marketing.This article finds out the countermeasure of improving customer's loyalty through elaborating the relevant problems of experience marketing and analyzing the factors which influence customer's loyalty under experiencing marketing.