体验营销的道德维度分析

Experiential Marketing: An Analysis from the Moral Dimension

体验营销是通过让消费者亲自感受产品和服务来了解其功能和价值,满足消费者接受诚信产品和服务的内在需要,从而实现企业社会责任和价值让渡的一种互利营销模式。体验营销是一种新型的互利营销模式,最终目的就是使消费者自愿购买商品,从而实现商品的价值。社会责任、人的合理需要、诚信是体验营销的三个道德维度。

Experiential marketing is a mutually beneficial marketing model,where the consumers enjoy products and services themselves,understand their function and value and satisfy the intrinsic need of credit products and service,so as to implement social responsibility of the enterprise and the value assignment of a mutual benefit.Experiential marketing is a new marketing model whose final goal is to enable the consumers to purchase goods willingly,and thus to realize the commodity value.Social responsibility,personal reasonable needs and integrity are the three moral dimensions of such marketing.