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体验和体验营销传播是体验经济中的重要问题,是实施体验经济的基本问题。体验是人的基本经验,也是人的基本需求之一。体验营销传播正是为满足人的体验需求达到营销传播的目的。本文对体验经济中的“体验”进行了认识和理解,并在对体验需求及体验消费增长进行把握的基础上,提出了体验营销传播的概念,分析了体验营销传播的目标、特点、战略、战术等,并探讨了体验营销传播的几种模式。
Experiencing and experiencing marketing communication is an important issue in experiencing economy and a basic issue in experiencing experiential economy. Experience is one of the basic human needs, but also one of the basic needs of people. Experiential marketing communication is precisely to meet the needs of human experience to achieve the purpose of marketing communications. Based on the understanding of experiential needs and experiencing the growth of experiential consumption, this paper puts forward the concept of Experiential Marketing Communication, analyzes the objectives and characteristics of Experiential Marketing Communication, Strategy, tactics, etc., and discusses several modes of experiential marketing communication.