体验经济背景下的品牌战略与管理研究初探

Experiencing the Brand Strategy under the Economic Background and a Probe on the study of Management

体验经济的到来是世界经济发展的大趋势,在这一经济大背景下,体验式品牌管理应运而生。体验式品牌管理通过调动人体的各种感官,从娱乐、教育、逃避现实和审美四个方面来塑造复合体验,从而在消费者心中深深留下品牌的烙印。崭新的体验将成为品牌营销的新卖点。

The coming of experience economy is a main trend of world economic development. Under this economic background, the experiencing-mode brand management comes into existence. By motivating various sense organs of the human body, the experiencing-mode brand management portrays a compound experience from four aspects, namely, recreation, education, escaping reality and appreciation, and leaves a deep impression of brand upon the consumers. The brand-new experience will become a new sale in the brand marketing.