体验营销研究

Experiential marketing research

随着消费型态逐渐转变、经济价值不断演进,传统的企业营销模式越来越需要创新和变革的驱动跟上时代的步伐,体验式营销在这一背景下应运而生,并且这种新的营销方式引起了学术界和企业界极大的兴趣。本文介绍了体验式营销的发展背景、概念、特点,并提出了体验营销策略,供学习者、企业经营决策者参考。

with the gradual transformation of consumption patterns, the economic value of the evolution,the traditional enterprise marketing mode is more and more needed to keep pace with the times of innovation and change,experiential marketing came into being in this context, and this new marketing method has aroused great interest in the academic and business circles.This paper introduces the development background, concept and characteristics of experiential marketing,and put forward the experiential marketing strategy for learners, business decision-makers reference.