体验式营销在商业银行中的应用研究

Application Research on Experiential Marketing in Commercial Banks

体验营销理论自引入中国后,有效地推进了营销学的发展,在商业银行的营销实践中也越来越受到重视。本文分析了体验式营销的特征和商业银行在推行体验营销过程中存在的问题,并从品牌体验、产品体验、服务体验和电子银行体验四个方面研究了如何在商业银行中展开体验营销,为促进商业银行体验营销的发展提供有益的参考。

Since the experience marketing theory was introduced into China, it has effectively promoted the development of the marketing, and its practice in the commercial bank is attracting more and more attention. This paper, based on the analysis of the features of EM （ Experiential Marketing）, discussed problems in the process of implementation of experience marketing in commercial banks; from the aspects of the brand experience, product experience,service experience, and electronic banking banks, which has important practical significance experience the paper studied how to apply EM in commercial to promote the development of EM in commercial banks.