体验经济与体验营销

Experiential Economy and Experiential Marketing

体验经济与以往三种经济发展阶段不同,在生产行为上以提升服务为首,并以商品为道具;消费行为则追求感性与情境的诉求,创造值得消费者回忆的活动,并注重与商品的互动。随之而产生的体验营销认为,消费者消费时是理性与感性兼具的,消费者在消费前、中、后的体验,是研究消费行为与企业品牌经营的关键。在中国开展体验营销,需要中国经济的大发展,需要企业产品及服务质量的过硬,需要企业和顾客转变观念。

Experiential economy is different from the often_mentioned 3 stages of economical development:1)in productivity,it aims to improve sevice with the tool of commodity;2)in consumption,it aims to impress foworably on the consumers.Consequently,consumers and their emotional experience are the key elements in the study of consumption and of enterprises' products of popular brands.In China,experiential marketing requires economic development,quality service and changes of ideas in terms of enterpises and consumers.