论体验营销在售业中的应用.doc

论体验营销在零售业中的应用 摘要 体验经济时代的到来，必然促使我国零售企业逐步面对消费者新的消费需求，企业营销策略也相应的要发生转变。本文从体验经济产生的经济和社会原因出发，在对我国零售业实施体验营销必要性分析的基础上，对零售企业体验营销策略的应用提出了一些建议。随着经济和社会的不断发展，零售业已进入体验消费的时代，如何密切关注这种变化，认真研究和把握体验经济的特点和规律，通过体验营销策略的实施，来满足消费者体验的需求，是零售业成功的关键。体验营销是适应体验经济时代消费需求变化的理性选择，它通过为顾客带来良好的消费体验，从而吸引顾客，留住顾客。 关键词 零售业；体验经济；体验营销 Abstract The coming of Experience Economy will inevitably promote the Retail Industry in China to meet the customs’ new demand and change their enterprise marketing strategy step by step. With the development of economy and society, the Retail Industry has come into a new era — the era of experimental consumption. There are some key points for the Retail Industry to success as follows: how to take a close notice of the changes in the Retail Industry; how to study the characteristics and laws of Experience Economy; how to meet the customers’ experimental demand by implementing the experience marketing strategy, etc. Experience marketing is a rational choice to attract and retain consumers, because it can adapt to the consumption demand in the era of experience economy and bring better experimental consumption to the consumers. This dissertation will analyze the social and economical causes of the experience economy’s emergence, and introduce the necessary application of experience marketing strategy in the Retail Industry, and then put forward some suggestions on the application. Key words Retail Industry; Experience Economy; Experience Marketing 目录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc291007052 摘要 PAGEREF _Toc291007052 \h I HYPERLINK \l _Toc291007053 Abstract PAGEREF _Toc291007053 \h II HYPERLINK \l _Toc291007054 前言 PAGEREF _Toc291007054 \h 1 HYPERLINK \l _Toc291007055 一、 体验营销概述 PAGEREF _Toc291007055 \h 2 HYPERLINK \l _Toc291007056 （一） 体验营销的产生 PAGEREF _Toc291007056 \h 2 HYPERLINK \l _Toc291007057 1. 经济原因 PAGEREF _Toc291007057 \h 2 HYPERLINK \l _Toc291007058 2. 社会原因 PAGEREF _Toc291007058 \h 2 HYPERLINK \l _Toc291007059 （二） 体验营销的定义 PAGEREF _Toc291007059 \h 3