基于体验营销视角的家居卖场营销策略研究

Marketing Strategy for Home Furnishing Stores from the Perspective of Experience Marketing

家居市场庞大,但家居产品差异化程度低,企业营销模式传统而单一,导致家居销售行业竞争日益激烈。将体验营销应用到家居卖场,能有效建立差异化的竞争优势。家居卖场可从完善产品体系,营造家居产品体验情境,通过广告宣传建立品牌形象,以优良的服务传递体验价值,以及利用互联网打造体验新感觉等几个方面来实施体验营销策略。

Home furnishing market is huge, but its products are very similar, and each enterprise＂ s marketing mode is traditional and simple, which results in the increasing severe competition of home furnishing sales industry. The experience marketing for home furnishing stores can effectively estab- lish their competitive advantage. This paper proposes that home furnishing stores can improve the product system, create a home furnishing products experiential situation, build brand image through advertising, deliver experience value through excellent service and use the Internet to create new feel- ing to perform experience marketing strategy.