体验导向的战略定位与市场定位

The Strategy Positioning and Market Positioning of Experience Marketing

本文认为,体验营销战略是通过“体验导向”视角,将传统营销过程中对客户价值的创造推向客户心灵深处,通过强烈、清晰、忠实的人性思辨与价值对比,达到建立竞争优势,实现“市场定位”的最终目的;体验营销有四个层面:体验战略定位(XSP)、体验产品研发(XRD)、体验渠道定位(XCP)、体验市场定位(XMP);企业体验营销战略与企业所面临的外部环境(渠道、市场、竞争)、内部能力、决策信息的性质及决策者的价值取向密切相关。

The author points out that Experience Marketing is to make customer value creation go deep into customer＇ s heart from the angle of “experience-oriented”, and achieve the objectives of building up competitive advantage and “mar ket positioning”. Experience Marketing is composed of XMP, XCP, XRD and XSP. The enterprises＇ strategy of Experience Marketing closely relates to their external conditions （channel, market and competition）, internal capabilities, the nature of decision information and the decision-maker＇s value orientation.