论体验营销6E组合应用——以雅芳为例

随着体验经济的到来,消费需求已朝着多样化与个性化发展,消费者在满足自己对商品功能的需求之外,开始更加关注对消费过程本身的体验。在这强大的经济浪潮下,一种新的营销模式——体验营销,已经成为目前最有竞争力、最具说服力的营销模式。通过以雅芳公司为例进行分析,不难发现雅芳公司在为顾客提供各种体验过程中,综合运用了6E营销组合策略。该策略具体表现在精心设计体验,让顾客实现情境体验、事件体验与浸入体验的结合,全面实施印象体验策略,建立支撑体系等方面。该策略的实施让顾客得到了全方位的体验,赢得了顾客对雅芳这一品牌的忠诚。

On Applications of 6E Combination of Experience Marketing Based on Avon

With the advent of experience marketing,the consumer demands develop towards variety and individuation,the consumers begin to concern about the experience of consuming process itself besides the functional need for commodities.In this strong economic wave,the newmarketing mode-experience marketing-has become the most competitive and persuasive marketing mode.Through a case analysis of Avon Cosmetics,we find out easily that in all experience processes provided for consumers the company employs 6E marketing c...