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电信市场产品替代和技术替代作用日益明显,市场竞争日趋激烈,电信运营企业经营情况受到了极大的影响,传统的营销方式已难以达到预期的销售目标。同时随着社会发展和消费升级,消费者对于产品和服务的要求越来越高,迫使企业寻求新的营销方式来满足客户的需求。本文旨在通过对体验营销的分析和研究,为通信企业寻找一种新的营销方式,以脱离当前的困境,走入新的天地。本文通过分析体验以及体验营销的概念和内涵,明确了体验营销的重点;通过对于通信产品和服务的特点进行研究和分析,论证了通信企业开展体验营销的必要性;最后通过客户体验生命周期的分析,为通信企业建立基于客户体验的营销流程提供了参考,提出了通信企业开展体验营销的途径。
The role of product substitution and technology substitution in the telecommunications market is becoming increasingly evident. Market competition is becoming increasingly fierce. The operation of telecom operators has been greatly affected. The traditional marketing methods have hardly reached the expected sales targets. At the same time, as social development and consumption upgrade, consumers are increasingly demanding products and services, forcing them to seek new ways of marketing to meet their needs. The purpose of this paper is to find out a new way of marketing for communication enterprises through experiential marketing analysis and research so as to get out of the current dilemma and enter a new world. Through analyzing the concept and connotation of experience and experiential marketing, this paper clarifies the emphases of experiential marketing. By researching and analyzing the characteristics of communication products and services, this paper demonstrates the necessity of experiential marketing for communication enterprises. Finally, through the experience of customer experience life cycle Analysis, provide a reference for communication enterprises to establish a marketing process based on customer experience, and put forward a way for communication enterprises to carry out experiential marketing.