体验经济时代的企业市场营销探析

The Exploration of the Business Marketing in the Time of Experience Economy

体验经济是以满足人们的情感需要、自我实现需要为主要目标的一种经济形式。体验营销是一种通过为顾客提供体验来为顾客创造价值的活动。体验营销与传统营销相比,在产品、价格、促销和分销策略上都有很大不同,因此,企业应确立增加顾客体验的营销理念,努力开发新产品新活动;以满足创造顾客的个性化需求为营销重点;营销手段突出顾客参与,加强企业与顾客的互动。

Experience economy is a kind of economic form aimed at meeting the people's needs in emotion and self-realization. Experience marketing is an activity by which it provides the customers with experiences to create value for the customers. There are a lot of differences in product, in price, in promotion and in distribution strategy between the experience marketing and traditional marketing. Therefore the business should establish the new marketing concept, increase the customers' experience chances, make efforts to develop new product, satisfy the customers' individual needs, let the customers participate in the marketing and strengthen the interactivity between the business and the customers.