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在体验经济视角下,消费者追求的不再仅仅是产品的本身功能特征,而更多在意产品的象征意义和情感表达,注重通过消费获得个性和情感的满足。文章主要研究了国产品牌轿车在体验营销模式下应该如何进行市场定位和营销创新。
From the perspective of experiential economy, consumers are no longer pursuing only the functional features of the product itself, but are more concerned with the symbolic and emotional expression of the product and the individual and emotional satisfaction through consumption. The article mainly studies how to make market positioning and marketing innovation of domestic brand cars in the experience marketing mode.