体验式营销是指企业通过采用让目标顾客观摩、聆听、试用等体验方式,使之亲身感知企业所提供的产品品质,从而促使顾客认知、喜好并购买的一种营销策略手段。顾客体验有感官体验(包括视觉、听觉、触觉、味觉与嗅觉)、情感体验、思维体验、行为体验等多体验形式。 Experiential marketing refers to a marketing tactic that enterprises use to make their target customers observe, listen and try out their experiences so that they can personally perceive the quality of the products provided by the enterprise so as to promote the customers’ perception, preference and purchase. Customer experience has sensory experience (including visual, auditory, tactile, taste and smell), emotional experience, thinking experience, behavior experience and other multi-experience forms.