论体验型消费与企业的经营创新

Experience Expense and Enterprise Management Innovation

体验型消费作为一种新的消费趋势,是体验经济时代的主导消费模式。与传统消费模式相比,体验型消费具有消费需求层次高、消费方式个性化、消费心理感性化和消费者与企业关系融合化的特征。它为企业的发展提供了机遇,但同时也对企业传统的经营模式提出了挑战。企业只有不断进行发展战略创新、竞争力创新、营销创新和文化创新,并重新定位自己的社会责任,才能应对体验型消费的挑战。

As a kind of new expense tendency, experience expense is the leading expense pattern of experience economical times. Compared with traditional consumption patterns, experience expense has some features such as： highlevel consumerg demand, personalized consumption patterns, emotional psychology and integration of consumers and corporations. It provides not only an opportunity for enterpriseg development, but also a challenge to their traditional management patterns. Only by ongoing development strategy innovation, competitiveness innovation, marketing innovation and cultural creativity, and repositioning its social responsibility, an enterprise can respond properly the challenge of experience expense.