体验经济与企业营销战略的调整

"体验经济"一词近年来日渐成为人们关注的热门话题,如何根据体验经济的要求实现企业营销战略的转变?文章在论述了体验的性质及基本特征,体验经济与传统经济形态区别后,着重探讨了体验经济时代企业营销战略调整的思路。强调树立满足消费者欲望和增强客户体验的营销理念,应该以满足消费者心理及个性化需求为营销重点,以及在促销战略上创意强化客户体验的品牌形象。

Experience Economy and the Adjustment of Firm' s Marketing Strategy

The term "Experience economy" has become a hot topic recently. And it also is bringing new changes in firms marketing strategy. After a discussion on the feature and characteristics of "Experience", and a distinguish between experience economy and the traditional one, the paper make an in-depth analysis on the way of marketing strategy adjustment. It is the priority of experience economy to set up the idea of customer orientation and customer experience, so as to satisfy the individual and personalized demand.