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人类社会在走过产品经济时代、服务经济时代之后,又进入了体验经济时代,相应地,消费者需求呈现出新的特点,情感消费的比重提高,个性化需求增加,消费过程也变为一种体验过程。体验在继产品、服务之后,成为一种新的价值提供物,以关注顾客体验为核心的体验营销战略成为新时期企业的必然选择。
After passing the era of product economy and service economy, human society has entered an era of experiential economy. Correspondingly, consumer demand has shown new features. The proportion of emotional consumption has increased, the demand for personalization has increased, and the consumption process has also become a Experience the process. Experience in the product, service, become a new value offering, to focus on customer experience as the core of experience marketing strategy has become an inevitable choice for enterprises in the new era.