体验式营销下跨国公司与国内公司商业模式比较研究— 以宜家家居和KKV为例.docx

AComparativeStudyonExperientialMarketingModelsbetweenMultinationalandDomestic体验式营销下跨国公司与国内公司商业模式比较研究—以宜家家居和KKV为例

ABSTRACT

Experientialmarketing,alsoknownasengagementmarketing,isamarketingstrategythatnotonlyallowsconsumerstobuytheproductsorservicesofthebrand,butalsoallowsconsumerstotrulyexperiencethebrand.Throughunforgettableanduniqueexperiences,theemotionalconnectionbetweenthebrandandconsumersisestablished.ExperientialmarketingmergedinWesterncountriesdecadesago,butisanewphenomenoninChina.Currentlyresearchinthisareaislimited.ThepresentresearchattemptstofillthegapandfindouthowexperientialmarketersaredoingintheChinamarketintermsofproduct,price,promotionandplacement.

Basedonthe4P,4Cmarketingmixandlocalizationtheories,thisempiricalresearchselectedasuccessfulmultinationalcompanyIKEAandastart-upChinesecompanyKKVastheresearchsubjectsandadoptsface-to-face,in-depthinterviewswith20customersofthetwocompaniestoexploretheirperspectives.

ThestudyfoundthatbothIKEAandKKVinChinaarewellreceivedbyChinesecustomersfor(1)theminimalisticanddistinctivestyleoftheproducts;(2)reasonableprice;(3)customerintimacypromotionalpractices;and(4)convenientlocationsofthedistributionalchannelsandmoreimportantly,the“home-coming”atmospherethatthestoreshavecreated.

Duetotimeandaccessconstraints,thesamplesizeisrelativelysmallandsomeperspectivesoftheintervieweesarenotdugdeepenoughduetothelackofexperienceonthepartoftheresearcher.Basedontheabovelimitations,suggestionsaremadeforthefuturestudiestoaddresstheissues.

Keywords:experientialmarketing,IKEA,KKV,marketingstrategies,localization摘要体验式营销，又称参与式营销，是一种营销策略。它不仅让消费者购买品牌的产品或服务，而且让消费者真正地体验品牌。通过难忘和独特的体验，在品牌和消费者之间建立情感联系。几十年前，体验式营销在西方国家出现，但在我国，这仍是一种新的营销方式。本研究试图探寻此中新模式是否收到我国消费者的欢迎。本研究基于4P和4C营销组合