| 体验营销是更贴近顾客需求的营销 |
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| 引用本文： | 戴雯雯,孙俊华.体验营销是更贴近顾客需求的营销[J].经济与管理,2009,23(8):32-36. |
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| 作者姓名： | 戴雯雯 孙俊华 |
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| 作者单位： | 1. 常州轻工业职业技术学院,管理系,江苏,常州,213000
2. 南京大学,教育科学与管理系,江苏,南京,210098 |
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| 摘 要： | 体验与体验营销的产生是市场机制对企业的鞭策和顾客心理特点、需求特点的不断变化共同作用的结果.企业通过实施体验营销,可以提供与顾客个性化需求相吻合的体验产品,并且与顾客之间产生情感关联.为了更好地应对体验经济时代消费变化趋势,企业在实施体验营销时,要改变营销观念,充分地了解顾客的心理需求和心理感受,建立与顾客之间的柔性互动关系,提供合适的体验产品,注意开发企业内部的体验价值,制订优化指标并且持续推行.
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| 关 键 词： | 体验 体验经济 体验营销 |
Practical Marketing is More Suitable for the Customer's Demand |
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| Dai Wenwen,Sun Junhua.Practical Marketing is More Suitable for the Customer''s Demand[J].Economy and Management,2009,23(8):32-36. |
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| Authors: | Dai Wenwen Sun Junhua |
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| Institution: | 1.Mangement Department;Changzhou Light Industry Professional Technology Institute;Changzhou 213000;China;2.Department of Educational Science and Management;Nanjing University;Nanjing 210098;China |
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| Abstract: | The practical marketing is the result of the common function between the urgency of the market mechanism and the increasingly change of customers' characteristics of psychology and demand.By ultilizing the practical marketing,enterprises can provide the practical products according with the demand of customers and product the emotion connection with customers.For handling the change trend of consume at the practical economy age,at the time of carring out the practical marketing,enterprises should change the... |
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| Keywords: | practice practical economy practical marketing |
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