体验营销--企业营销新模式初探

经济和社会的进步,使“我们正在从满足物质需要的制度迅速过渡到创造一种与满足心理需求相联系的经济”——体验经济。体验经济已在悄悄改变着人们的消费行为和消费诉求,能够满足顾客感性需要和情趣偏好的体验正在成为决定顾客消费决策的关键因素。因此,顾客体验已逐渐成为企业营销竞争的焦点。体验经济中的领先者必定是那些率先实施体验营销战略,并为顾客提供最有价值体验的企业。

Experiential Marketing A Brief Survey of a New Marketing Model

The social and economic development has made "we rapidly transit from meeting our needs for materials to Experience Economy, which can meet our psychological demands". Experience Economy has silently changed customers' consuming behaviors. This paradigm states that the highest offering for consumers is one that is laden with and surrounded by meaningful and compelling experience. Consumers become the products, themselves, because a good deal of the experiential offering is taking place inside the customer and will be retained there long after product or service has been consumed. Therefore, the experience of consumers has become the focus of marketing. The leading ones in the experience economy must be the enterprises which take the lead in adopting experiential marketing strategies and offer most valuable experience to consumers.