论文部分内容阅读
中国玩具行业规模大但品牌少。品牌的缺失使得长久以来以出口为主要导向的玩具企业生存状况不断恶化。中国玩具行业必须依靠品牌的树立来实现收入的增长。本文结合我国玩具市场的现状,论述玩具行业实施体验式营销的必要性和可行性。从关注体验需求,设计互动产品,营造体验情景以及实施体验导向传播四个方面探索适合玩具企业建立品牌忠诚度的体验营销之路。
China’s toy industry, large-scale but less brand. The lack of brand makes the survival of toy companies, which have long been mainly export oriented, deteriorating. China’s toy industry must rely on brand building to achieve revenue growth. Based on the current situation of China’s toy market, this article discusses the necessity and feasibility of implementing experiential marketing in the toy industry. From the perspectives of experiencing demands, designing interactive products, creating experience scenarios and implementing experience-oriented communication, this paper explores the road of experiential marketing suitable for toy companies to establish brand loyalty.