基于顾客让渡价值的体验营销要素分析

Experience marketing factor analysis based on customer delivered value

自美国学者约瑟夫·派恩(B. Joseph Pine)和詹姆斯·吉尔摩(James H. Gilmore)的《体验经济》和伯恩德.H.施密特博士(Bernd H. Schmitt)的《体验营销》(Experiential Marketing)相继出版以后,体验营销作为一种全新的营销理念开始在各行各业得到运用,但许多实践中的问题仍然需要从理论上加以探讨。从顾客让渡价值角度分析体验营销的要素,有助于对体验营销的理论,认识和实践操作。

Since American scholar Joseph Pine and James H. Gilmore＇s Experience Economy and Dr. Bernd H. Schmitt＇s Experiential Marketing published, experience marketing as a new marketing idea in all walks of life began to be used in practice but many problems still need to be discussed in theory. Analysis of experience marketing factor from the angle of customer delivered value is helpful to theory, cognition and practice of experience marketing.