体验式营销与客户口碑的实证研究

Empirical Research on the Experiential Marketing and Reputation among Customers

体验式营销已经深入各个行业中,而体验式营销的策略到底如何制定?本文结合7EP体验式营销策略和客户口碑行为,建立了体验式营销策略与客户口碑行为之间的概念模型,并通过实证得出了7EP体验式营销策略中各策略与口碑的相关程度。同时,针对教育服务业提出切实可行、结合企业实际的整合体验式营销策略。

Experiential marketing has penetrated in various industries,but how can we develop the experiential marketing strategy？ This paper combines the 7EP experiential marketing strategies and behavior of reputation among customers,establishes the conceptual model between marketing strategy and reputation among customers,and gets the correlation between strategies and reputation among customers of 7EP experiential marketing strategies.At the same time,the integrated experiential marketing strategy which is practical and adaptive to the actual business is made for education services industry.