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顾客购买商品时注重的是情感上的体验和心理上的认同,这就要和顾客进行沟通,了解顾客的情感需求。体验式营销突破了传统上“理性消费者”的假设,认为消费者消费时是理性与感性兼具的,消费者的体验才是研究消费者行为与企业品牌经营的关键。因此,企业必须重视消费者行为特征及心理需求的研究和分析,以创造性体验吸引消费者,增加产品的附加价值,从而提升企业的核心竞争力。合理开展体验营销,才是企业建立品牌忠诚、构筑竞争优势的必然之选。
Customers pay attention to the purchase of goods is emotional experience and psychological recognition, it is necessary to communicate with customers and understand the emotional needs of customers. Experiential marketing has broken through the traditional assumption of “rational consumers”, believing that consumers’ consumption is both rational and sentimental, and that consumer experience is the key to studying consumer behaviors and corporate brand management. Therefore, enterprises must pay attention to the research and analysis of consumer behavior characteristics and psychological needs in order to enhance the core competitiveness of enterprises through creative experience to attract consumers and increase the added value of products. To carry out experiential marketing reasonably is the inevitable choice for enterprises to establish brand loyalty and build competitive advantage.