体验营销——终端促销的新武器

促销是企业营销最基本的工具之一,由于促销的时效性和即时性,终端促销成为企业营销的核心工作。但是由于过多、过滥的促销活动以及促销方式越来越严重地同质化,使企业已经陷入促销困境,如何摆脱困境成为企业营销的重要命题。企业只有正确认识并利用消费行为的变化规律,积极开展体验营销,在终端促销中通过设计主题活动、售点环境建设、加强与消费者的互动,为消费者创造体验价值,以打动消费者的心,取得更好的促销效果。

Promotion is one of the fundamental marketing tools. Terminal promotion, with its timeliness and instantaneity, comes into the core of marketing. However, because of excessive, unhealthy promotion activities and increasing homogenization, marketing has engaged in a severe predicament. It has become a critical issue how to overcome this barrier. Effective promotion can be achieved through better understanding and application of the principles governing consumption, actively practicing experiental marketing, improving the environment of sites of sale, providing opportunities for consumers to experience consumption under certain themes and interacting and influencing consumers,