论体验式营销的利与弊.doc

论体验式营销的利与弊 摘 要 体验式营销以满足消费者个性化需求为核心，是目前营销学界研究的热点。文章分析了体验式营销的特点与作用以及实施步骤，并以苏州乐园、国内彩妆市场、汽车营销为例，通过分析其现有的营销策略，结合体验式营销的实施手段，从市场定位、服务和宣传三方面提出了营销策略，对企业实施体验式营销策略具有重要的参考价值。关键词：体验式营销，实施手段，利弊 Abstract Experiential marketing to meet the individual needs of consumers at the core is themarketing academic research focus. This paper analyzes the characteristics of experientialmarketing and the role of style and implementation steps and the park of Suzhou thedomestic cosmetics market automotive sales for example by analyzing the marketing ofits existing strategies to tie in the implementation of experiential marketing methods frommarket positioning services and advocacy three areas of marketing strategy experientialmarketing enterprises has important reference value.Keywords: experiential marketing the means of implementation，advantage and 目 录1 引言 ................................................................................................................................... 12 体验式营销的内涵、特点 ............................................................................................... 1 2.1 体验式营销的内涵 ................................................................................................... 1 2.2 体验式营销的特点 ................................................................................................... 1 2.2.1 重视消费者的体验 .......................................................................................... 1 2.2.2 重视消费者的主动参与 ................................................................................... 2 2.2.3 重视消费者与企业之间的积极互动 .................................................................. 2 2.2.4 重视对消费者的情感投入 ................................................................................ 23 实施体验式营销的步骤 ................................................................................................... 2 3.1 要细分和选择目标市场 ............................................................................................ 2 3.2 为消费者提供产品时考虑其心理 .....................................