摘要
体验营销是企业营造一种氛围,设计一系列事件,以促使顾客变成其中的一个角色尽情“表演”,顾客在“表演”的过程 中将会因为主动参与而产生深刻而难忘的体验,从而为获得的体验向企业让渡价值。体验营销是社会经济发展的必然结果。企 业必须构建体验营销管理模式和体验营销组合内容,以实施体验营销。
Experiencing marketing is a kind of atmosphere created by enterprises. Enterprises design a set of incidents and impelcustomers to become one of them and enjoy 'performing'. In the process of the 'performing',customers will get an impressive and unforgettable experience because of their initiative participation. Thus,they can amortize value to enterprises for the experience that is won. Experiencing marking is the necessary outcome of social economic development. To carry out experiencing marketing, enterprises must set up the mode of experiencing marking management and work out the contents of experiencing marketing combination.
出处
《湖州职业技术学院学报》
2004年第2期35-39,共5页
Journal of Huzhou Vocational and Technological College
关键词
经济形态
营销模式
体验营销
营销管理
营销组合
experience
experiencing marketing
experiencing marketing management
experiencing marketing combination
