论文部分内容阅读
随着经济社会的发展,企业之间的竞争越来越激烈,竞争手段越来越复杂,传统的营销方式已经无法满足消费者的需求,使得企业盈利能力越来越低。体验营销,一个重视顾客感觉体验的新颖的营销方式的出现,为企业的营销方式带来了新的灵感。本文以运用体验营销取得成功的星巴克为例,分析体验营销的相关策略,以及给运用体验营销的中国企业带来的启示。
With the development of economy and society, the competition between enterprises is getting fiercer and the means of competition are more and more complex. The traditional marketing methods can not meet the needs of consumers, making the profitability of enterprises getting lower and lower. Experiential marketing, a new approach to marketing that places a premium on customer experience, has given new inspiration to the way the business is marketing. This paper takes the success of experiential marketing Starbucks as an example to analyze the related strategies of experiential marketing and the enlightenment to Chinese enterprises who use experiential marketing.