新能源汽车市场中体验式营销策略调研

Research on Experiential Marketing Strategy in New Energy Vehicle Market

为了提升新能源汽车体验式营销效果,对248位消费者进行问卷调查,探究消费者对新能源汽车市场中体验式营销策略的满意度,指出了营销策略存在的问题,包括感官体验模块冲击力小、情感体验模块不够人性化、思维体验模块不深入、行动体验模块局限多,提出了营销策略优化方案:加大感官体验模块冲击力,设计更加人性化的情感体验模块,加强思维体验模块深度,提供更多的行动体验机会。只有不断提高体验式营销效果,才能更好地提供服务,满足消费者需求,实现长远发展。

In order to improve the efficiency experimental marketing effect of new energy vehicles,248 consumers are investigated.The study explores the satisfaction of experiential marketing strategy in new energy vehicle market;and points out the problems of marketing strategy,including small impact force of sensory experience module,insufficient humanization of emotional experience module,not deep thinking experience module,and too much limitation in action experience module.Then the study proposes the optimization scheme of marketing strategy,i.e.to increase the impact force of sensory experience module,design more humanized sensory experience module,strengthen the depth of thinking experience module,and provide more action experience opportunity.Only continuous improvement of experiential marketing effect,better provision of service can be better provided,to satisfy customer’s demand,and achieve long-term development.