体验营销研究综述及启示

Review and enlightenment of experience marketing

体验营销作为一个崭新的观念,越来越受到国内外企业和学者的关注,但是同国外研究相比较,我国体验营销研究还不全面、不系统、不深入。本文从体验、体验经济入手对国内外体验营销的研究成果进行了梳理和介绍,提出了对我国体验营销研究及对企业体验营销工作开展的一些启示。

As a brand- new idea, experience marketing attracts more and more concems from domestic and international enterprise and scholar but compared with foreign research, our country＇s experience marketing research is not overall, not systematic, and not thorough. To begin with the experience and the experience economy, this paper combs and introduces the domestic and international experience marketing research to put forward the enlightenment to the research of experience marketing in China.