浅析体验营销在企业中的应用

摘  要

人类的社会经济形态在经历了农业经济、工业经济、服务经济之后，人们从传统的短缺经济向物质日益富足的时代转变，逐渐演进到了以体验营销为代表的体验经济时代。在这一经济形态下，消费者不仅重视商品和服务，更渴望获得体验上的满足。因而，企业的注意力从商品本身转移到了围绕商品所营造的特殊体验，其目的就在于通过引起目标消费者某种难忘的感受，达到销售商品或服务的目的。而体验营销由于其本身的特征及优越性无论是在西方国家还是在中国都越来越受到广大企业的关注和青睐。本文在分析了体验营销的基本理论后，得出了我国企业实施体验营销存在对体验营销的认识层面不深，营销方法缺乏新意及人才短缺等问题，提出了要解决这些问题就要树立以客户为导向的营销观念，为客户量身定制商品和服务等对策，希望通过这些对策能有效的规避特定的风险，从而达到一定的营销效果。
　　 　
关键词：体验营销；体验策略；传统营销
ABSTRACT

Humanity's socio-economic formation after having experienced the agricultural economy, the industry economy, the service economy, the people from the traditional shortage economy to the material day by day abundant time transformation, gradually the evolution to take have experienced the marketing as representative's experience economical time. Under this economic form, the consumer not only takes the commodity and the service, longs for obtaining in the experience satisfying. Therefore, enterprise's attention shifted from the commodity itself to the special experience which built regarding the commodity, its goal lay in through causes goal consumer some kind of unforgettable feeling, achieved the sales commodity or the service goal. But experiences the marketing, because its characteristic and superiority, regardless of more and more receives the general enterprise's attention and the favor in the Western country in China. This article after having analyzed the experience marketing elementary theory, obtained Our country Enterprise to implement the experience marketing existence to experience the marketing the understanding stratification plane not to be deep, the marketing method lacked the fresh idea and the talented person short and so on questions, proposed must solve these problems to set up take the customer as the guidance marketing idea, had custom-made countermeasures and so on commodity and service for the customer quantity body, hoped through these countermeasures to be able the effective circumvention specific risk, thus achieved certain marketing effect.

Keywords : Experience marketing; Experience strategy; Traditional marketing

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