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美国哥伦比亚大学商学院教授施密特率先提出体验营销(experiential marketing)的观念。在市场竞争的环境中,在信息科技的普及、品牌至上的现象以及沟通与娱乐间的高度整合影响下,消费者购买产品与服务时,不仅是以功能导向来满足意愿,更在显示个人品位、追求刺激或触动人心方面寻求体验。在竞争日益激烈的环境下,许多具有竞争力的企业逐渐意识到体验营销的价值:企业的竞争优势并非只是来自产品创新、营销组合或价格竞争等策略,也在于给予顾客有价值的体验。事实证明,体验营销的正确实施增强了企业竞争能力,不仅销售和利润稳步上升,客户忠诚度和满意度也大为改观。当企业所提供的产品和服务与竞争对手越来越相近时,未来的营销战场将集中于消费体验。
Schmidt, a professor at Columbia University Business School, pioneered the idea of experiential marketing. In the environment of market competition, with the popularization of information technology, the phenomenon of brand first and the high integration between communication and entertainment, when consumers purchase products and services, they not only satisfy their wishes with function guidance, but also display personal taste , Seeking to stimulate or touch the hearts of people seeking experience. In an increasingly competitive environment, many competitive enterprises are gradually realizing the value of experiential marketing: the competitive advantage of an enterprise is not merely a strategy of product innovation, marketing mix or price competition, but also a valuable experience for its customers. Facts have proved that the correct implementation of experiential marketing enhances the competitiveness of enterprises, not only the steady rise of sales and profits, but also the great improvement of customer loyalty and satisfaction. As businesses offer products and services that are getting closer to their competitors, future marketing battlefields will focus on the consumer experience.