体验内涵的界定与体验营销策略研究

The Definition of Experience Connotation and the Strategy Research on Experience Marketing

体验消费的兴起推动了营销模式的创新与发展。从需求角度对体验内涵予以界定是体验营销策略设计的基本前提。文章认为体验是一种以个体化方式获得的,并在满足过程中不断被深化的一种精神需求,强调个人价值的现实感知。体验价值在消费者需求结构中地位与作用的不同决定了体验营销模式及策略存在着差异。

The rise of experience consumption promotes the innovation and development of the marketing mode.Defining experience connotation from the demand aspect is the basic precondition to design the marketing strategy. Experience can be got by the individual way. It can be deepen as a spirit demand while in the process of satisfying and emphasize on the apperceiving of individual value.The differences of experience marketing mode and strategy are decided by the dissimilarity status and effect, which the experience value plays in the demand structure of the consumer.