体验经济时代企业营销策略创新——以肯德基为例

体验经济时代,企业开始运用创新营销策略,肯德基公司的"谁能代表肯德基"投票广告就是一个鲜活的例子。体验经济时代企业营销环境发生变化:企业竞争白热化、消费者需求出现新特征、现代科技导致消费者联系日趋密切。企业营销策略的创新包括广泛开展体验式营销、利用移动社交媒体开展口碑营销、实施个性化营销和使用事件营销。

Enterprise Marketing Strategy Innovation in Experience Economy Era ---- Taking Kentucky as an Example

In experience economy era, enterprises uses innovative marketing strategy, and KFC ＂who can represent KFC＂ advertisement is a vivid example. Enterprise marketing environment changes in experience economy era, enter- prise competition heats up, consumer demand has new features, modem science and technology makes consumers con- nected closly. The innovation of the enterprise marketing strategy includes experiential marketing, use of mobile social media for marketing, personalized marketing and event marketing.