“春发菊业”体验营销策略研究学年论文模板.docVIP

宁波大红鹰学院 学年论文 题目： “春发菊业”体验营销策略研究 所在学院 经济与管理学院 专 业 市场营销 班 级 10营销3班 学 号 1031070328 姓 名 孙李 指导教师 唐雪莲 2014 年 月 日摘 要 随着我国居民收入水平的不断提高，消费者对杭白菊的消费更加注重通过消费菊花茶来获得个性和心理上的满足，越来越看重身份地位与生活品味的体现。但是，目前各大品牌菊花茶连锁企业之间的竞争日趋激烈，它们多是采取“为卖菊花而卖菊花”的运营模式，且经营同质化现象严重，没有自己的特色，无法形成竞争优势。桐乡市春发菊业有限公司是其中一家较为典型的菊业有限公司，其产品、生产设施、人员配备等各方面都做到了相当的水平，并也建立了网络销售平台，作为原产地特产销售，其效益也还可以，但由于其没有植入一定的体验营销理念，使得品牌知名度没有在更大的范围里有所影响力，即品牌知名度不高。 在这样的背景下，本文将在阐述桐乡市春发菊业有限公司发展历程的基础上，分析其实施体验营销的可行性，进而设计体验营销策略，这可为相关菊花企业在实施体验营销策略方面提供一定的借鉴。 关键词：春发菊业，体验营销，策略 Abstract With the continuous improvement of our country residents income level, consumer consumption of hangzhou Bai Ju to pay more attention to by consumer chrysanthemum tea for personality and psychological satisfaction, more and more important status and the embodiment of the life taste. But, at present each big brand chrysanthemum tea chain enterprises, the competition between them is to take to sell, sell chrysanthemum chrysanthemum mode of operation, and management homogeneityphenomenon serious, does not have its own characteristic, unable to form a competitive advantage. Tongxiang chrysanthemum spring hair industry co, LTD, is one of the more typical chrysanthemum industry co, LTD, its products, production facilities, staffng and so on various aspects have done quite level, and also established a sales network platform, as a specialty sales of origin, its benefits also can also, but because of its no implant must experience marketing idea, make no brand awareness, in a larger scope have influence, namely brand awareness is not high. In this context, this article will be on spring of tongxiang chrysanthemum hair industry development co, LTD, on the basis of analyzing the feasibility of the implementation of experience marketing, experience marketing strategy and design, this can be related to the chrysanthemum enterprises provide certain reference in the aspect of implementing experience marketing strategy. Key words：Spring to send chrysanthemum indus