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营销对于企业来说是一种由外向内的现代经营思想,即企业以消费者的需求为导向,注重满足消费者的个性化需求。体验营销作为新兴的经营模式,正在为越来越多的企业所接受。而随着研究发现,近年来北京、上海、广州等一线城市的消费者在购物时,非计划购买的比率即冲动性购买基本接近80%,怎样利用体验营销来促使消费者在进行冲动性购买时更多的选择自身产品,这就需要企业明确体验营销与冲动性购买行为之间的关系。本文对二者之间的关系分析,首先从体验营销与冲动性购买的基本论述中展开,然后分析冲动性购物受到的外界影响,最后提出相应体验营销对策。
Marketing for the enterprise is a modern business ideas from outside to inside, that is, enterprises to consumer demand-oriented, pay attention to meet the individual needs of consumers. As a new business model, experiential marketing is being accepted by more and more enterprises. However, with the findings of the study, consumers in first-tier cities such as Beijing, Shanghai and Guangzhou, in recent years, have almost 80% of impulsive purchases when shopping. How to use experience marketing to motivate consumers to make impulsive purchases When more choice of their own products, which requires businesses to clearly experience the relationship between impulse buying behavior. This article analyzes the relationship between the two, starting with the basic exposition of experiential marketing and impulsive buying, and then analyzes the external influence of impulsive shopping, and finally puts forward corresponding experiential marketing strategies.