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新世纪以来市场竞争愈演愈烈,营销花样也不断翻新。在这个同质化竞争日益激烈的市场环境中,人们选择购买的已经不仅仅是商品本身。从心理学的角度来看,人们的需求像金字塔一样是有层次的,物质需求处于最底层。在经济生活达到一定水准即人们的物质需求得到满足之后,人们购买商品更多地是为了追求“自我价值的实现”等精神上的满足。体验营销正是迎合了这样一个趋势,以其人性化的形式迅速蔓延到了各行各业。从微软新产品命名中的“XP”(experience)到满大街的DIY小店,随处可见体验营销正以全“心”的方式施展
Market competition has intensified since the new century, marketing patterns are constantly refurbished. In this increasingly homogeneous market environment, people choose to buy more than just the product itself. From a psychological point of view, people’s needs are the same as the pyramid, with the material needs at the bottom. After the economic life reaches a certain level, that is, the material needs of people are met, people purchase goods more for pursuing the spiritual satisfaction such as the realization of self-worth. Experiential marketing is to meet such a trend, with its humane form quickly spread to all walks of life. From “XP” (experience) in Microsoft’s new product naming to DIY boutiques in the main street, experiential marketing is being applied in a full “heart” way