论文部分内容阅读
近些年,体验营销正在逐渐被国内外理论和实务界所认同,成为营销业的一种新的趋势。在已有的研究中,多数专家学者认为体验营销主要应该关注消费者与品牌的实际接触。那么,作为传统品牌创建重要手段的广告,在体验营销中到底还有没有作用？如果有,怎样发挥这种作用？本文试图就这一问题做出探讨。一、体验营销理论的内涵体验,也叫经验。1998年约瑟夫·派恩和詹姆斯·吉尔摩合著的《体验经济》一书,在学术界引起了强烈的反响。
In recent years, experiential marketing is gradually recognized by both domestic and foreign theory and practice circles, becoming a new trend in the marketing industry. In the existing research, most experts and scholars think that experiential marketing should mainly focus on the actual contact between consumers and brands. So, as traditional brands to create an important means of advertising, experiential marketing in the end there is no effect? If so, how to play this role? This article attempts to explore this issue. First, the experience of experiential marketing theory, also known as experience. The book “Experience Economy”, authored by Joseph Pine and James Gilmore in 1998, has aroused strong repercussions in academia.