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体验营销是互联网时代企业价值竞争的新法则。所谓的体验营销,就是用户通过身体感受,对营销活动进行参与式体验,通过眼、耳、口、鼻、手等多感官进行价值判断。体验式营销能通过充分调动消费者的各种感官,激发消费者的情感(Feel)、思考(Think)、行动(Act)、联想(Relate)等感性因素,促进企业营销活动的顺利完成。体验式营销由于能调动用户的参与热情,激发用户的想象空间,因此能在很大程度上提高企业的品牌知名度,特别是在互联网的网络特性和大数据的应用下,能让商家与消费者有点对点、面对面的体验接触。
Experiential marketing is a new law of enterprise value competition in Internet age. The so-called experiential marketing, that is, the user through the physical experience of the marketing activities of participatory experience, through the eyes, ears, mouth, nose, hand and other senses value judgments. Experiential marketing can promote the successful completion of marketing activities of enterprises by inducing various senses of consumers and inspiring consumers’ emotional factors such as Feel, Think, Act and Relate. Experiential marketing can arouse users’ enthusiasm for participation and stimulate the user’s imagination. Therefore, the experiential marketing can greatly enhance the brand awareness of an enterprise, especially under the application of the Internet’s network characteristics and big data, enabling businesses and consumers A little bit of face to face experience contact.