毕业论文体验营销及其实施策略浅析.doc

摘要： 进入21世纪以来，体验经济继服务经济以后，作为一种新的经济形式产生并发展起来。体验营销作为体验经济的产物也应运而生。作为与新的经济形态相适应的营销方式，体验营销迎合了广大消费者的多样化和个性化需求，能创造更大的顾客价值与顾客满意，是一种十分具有竞争力和发展空间的营销方式和手段，许多企业也开始走上了体验营销的道路。但是，由于受到传统营销理论与模式的桎梏，又没有前人的经验可以借鉴，因此，在实施体验营销的过程中出现了许多的问题，为了走出传统营销理论与观念的束缚，让企业更加深入的了解体验营销模式，以找到实施体验营销的更有效的策略，笔者选择了此研究课题。本文先对体验营销的基本理论知识作了简要的介绍与说明，然后结合广州市迪彩化妆品有限公司实施体验营销的实际情况，对其体验营销模式与特征、尤其对其体验营销的实施策略进行了分析研究，综合出品牌体验、情感体验与娱乐体验三种策略，并找出了该公司在体验营销实施过程中存在的问题并提出了可能的解决方案。可以说，虽然体验营销模式的应用过程中出现了一些难题，但是只要找到适合企业自身和目标消费群特征的营销策略，并不断进行探索和改进，体验营销模式一定能构成为为企业创造效益、为消费者创造价值的最有效的营销方式之一。最后，笔者希望通过本文给其他行业尤其是日化行业的企业提供一些新的关于体验营销的营销思路与策略。 关键词：体验营销 广州迪彩化妆品有限公司 营销策略 品牌忠诚 Abstract： Entering the 21st century, the experience economy ,as a new form of economy, emerged and is developing, following the service economy. The experiential marketing as the product of experience economy have emerged. As a marketing method ,which is adapted to the new economic form , the experiential marketing caters to a wide range of consumers’ diversified and personalized needs,so that it can create more value for customers and greater customer satisfaction. And it is becoming a very competitive and promising marketing method, as a result ,many enterprises start out on the path of experiential marketing. However, due to the traditional marketing theory and model, and the lack of predecessors’ experience for reference, a lot of problems appeared in the process of implementing experiential marketing. In order to step out of the traditional marketing theories and ideas, and make enterprises know more about the experiential marketing mode so that they can find more effective strategies to implement the experiential marketing , I chose this research subject. This paper first introduced and explained the basic theory of experiential marketing, and then according to the actual situation of Guangzhou D.Colour Cosmetics Company’s implementing experiential marketing, analyzed and studied experiential marketing mode and its characteristics, especially strategies of implem