体验营销及其策略研究

辽宁科技大学毕业设计(论文)第I页体验营销及其策略研究摘要随着网络技术不断的发展与完善，人们生活水平和生活质量的日益提高，网络体验消费已是当今社会经济发展的必然产物之一。体验消费是随着经济的快速发展而出现的一种新兴的消费方式，是一种全新的营销理念和营销模式，它应运而生使企业的营销方式面临巨大的挑战的同时也提供了机会。根本上说体验营销只是消费者在消费过程中的一种感性化倾向，当今社会的消费者的需求观念不再是对物质产品以及产品本身的满足，更多是对商品的意义和象征的个性需求，这种拉近消费者与电子商务网站间的距离为体验营销的运营和实现奠定了很好的基础。本文以体验营销的内涵及意义入手，分析了体验营销与传统营销的区别。通过对体验消费模式的分析，提出了体验营销策略及其实施方案。关键词体验营销；体验消费；营销策略辽宁科技大学毕业设计(论文)第II页AbstractAsnetworktechnologycontinuestodevelopandimprovepeople'slivingstandardsandincreasingthequalityoflife,thenetworkexperienceoftoday'sconsumerisaproductofsocio-economicdevelopmentofoneoftheinevitable.Consumerexperiencewithrapideconomicdevelopmentandtheemergenceofanewconsumptionpatterns,isanewmarketingconceptandmarketingmodels,whichcameintobeingsothatthemarketingcompaniesarefacingenormouschallengesaswellasprovidedanopportunity.Fundamentallyspeaking,theconsumerexperienceinconsumermarketingisintheprocessofasentimentaltendency,intoday'ssocietyisnolongertheconceptofconsumerdemandforproductsandmaterialproductstomeettheirown,moreforgoodsandsymbolicsignificanceofthepersonalityneeds,thisclosertotheconsumerandthee-commercesitefortheexperienceofthedistancebetweentheoperatorandrealizationofmarketinglayagoodfoundation.Inthispaper,theconnotationofexperienceandsignificanceofmarketingapproach,ananalysisofmarketingandtraditionalmarketingexperiencethedifference.Consumptionpatternsthroughtheanalysisofexperience,marketingexperiencetotheprogramanditsimplementation.KeywordsExperientialMarketing;Experientialconsumption;MarketingStrategy辽宁科技大学毕业设计(论文)第III页目录摘要........................................................................................................................................IAbstract.................................................................................................................................II目录.....................................................................................................................................III第1章绪论.......................................................................................................................11.1选题背景及目的.....................................................................................................11.2国内外研究现况.....................................................................................................11.2.1国外网站体验营销研究发展情况..............................................................11.2.2国内网站体验营销研究发展情况..............................................................21.3研究内容.................................................................................................................3第2章关于体验营销.........................................................................................................42.1体验营销的涵义.....................................................................................................42.2体验营销的特征.....................................................................................................52.3体验营销与传统营销的区别.................................................................................62.4体验营销的现状.....................................................................................................7第3章体验消费模式分析.................................................................................................83.1心理行为分析.........................................................................................................83.2消费行为分析.........................................................................................................93.3网络体验消费类型划分及其特征研究...............................................................10第4章体验消费的营销策略及实施...............................................................................124.1体验营销策略组合研究.......................................................................................124.1.1产品体验策略............................................................................................124.1.2沟通策略....................................................................................................124.1.3价格策略....................................................................................................124.1.4氛围策略....................................................................................................124.1.5体验促销策略............................................................................................134.2体验消费的营销策略的实施...............................................................................13结论.....................................................................................................................................15致谢.....................................................................................................................................16辽宁科技大学毕业设计(论文)第IV页参考文献.............................................................................................................................17附录.....................................................................................................................................18辽宁科技大学毕业设计(论文)第1页第1章绪论1.1选题背景及目的随着社会经济的快速发展，消费者可支配收入、休闲娱乐