体验式营销在汽车营销中的应用

The Application of Experiential Marketing in Automotive Marketing

汽车是一个关系到国计民生的特殊产品,消费者不仅需要汽车的功能与性能,还希望能有舒适的驾驶感觉、安全的驾驶环境,更希望在开车时获得愉悦的心情,体验一种享受。汽车营销要做到这一点,就要创造出让消费者愿意坐进车内与之一起分享、交流、共同享受汽车的体验式营销。体验式营销是指消费者参与到企业产品的生产过程中,通过亲身参与去感知产品及服务,并通过消费者的反馈信息改进企业产品或服务。本文即就体验式营销方法在汽车销售之中的应用情况展开理论技术层面以及实践成果层面的分析阐述,以期优化汽车销售路径,提升企业效益。

Automobile is a special product related to the national economy and people's livelihood.Consumers not only need the function and performance of the car,but also hope to have a comfortable driving feeling,and safe driving environment to get a happy mood while driving,experiencing a kind of enjoyment.To do this,automotive marketing must create experiential marketing that consumers are willing to sit in the car and share,communicate,and enjoy the car with them.Experiential marketing refers to consumers'participation in the production process of enterprise products,through personal participation to perceive products and services,and through consumer feedback to improve enterprise products or services.This paper analyzes and elaborates on the application of experiential marketing methods in automobile sales,as well as at the level of practical results,so as to optimize the path of automobile sales and improve the efficiency of enterprises.