体验营销——企业新的战略工具

Experience marketing——enterprises' new strategic tool

20世纪90年代以来,顾客价值被视为继行业竞争力、资源能力、核心竞争力之后企业竞争优势的新来源。如今,体验经济方兴未艾,企业面临的营销环境发生了较大的变化,实施体验营销成为新形势下企业的必然选择。体验营销可为顾客带来新的价值——体验价值,从而能为企业赢得顾客忠诚,成为企业构筑竞争优势的新的战略工具。

Following the industry competitive power, resource ability and the core competitive power, cus- tomer value has been regarded as the new source of vompetitive advantage since 1990's. Now experience economy is spring up and great changes have taking place in marketing environment, it is necessary for enterprises to implement experience marketing. Experience marketing becomes the new tool for enterprises to win competitive advantage because it can bring new vale - experience value to customers and help to gain customer loyalty.