浅析体验营销在化妆品行业的应用【推荐优质文档】.docVIP

毕业论文(设计) 题 目 　浅析体验营销在化妆品行业的应用 　 学生姓名 张一进 专业班级 市场营销2008-1 所在院系　　 　　管 理 学 院　　　　　 指导教师 李修飞 职 称　讲师　 　 所在单位 管理学院市场营销教研室 　　　 教研室主任　　　 姜 岩　　　　 　　　　 　　 完成日期 2012 年6月29日 摘 要 随着经济的发展与商品的富足，消费者的购买决定因素已经发生重大变化。消费者的购物过程已不止是物质满足的过程，同时也是情感满足与精神享受的过程。体验营销在这种经济下应运而生。化妆品行业是一个历史悠久、发展完善的行业。随着进一步的市场细分以及高度的产品同质化等特点，体验营销不失为一剂良药。 本文首先阐述了体验营销国内外研究现状以及研究意义，然后介绍体验营销在化妆品行业的现状意义，通过与传统营销的对比更确切的了解体验营销的出现对于营销发展的积极意义，并且详细介绍了体验营销应用于化妆品行业对于新世纪的开拓性意义，体验营销的出现可以说给女性化妆品带来了福音。同时进一步说明了体验营销的具体实施方法，包括准备工作以及体验营销的方法，即战略性体验模块。其次对传统营销在化妆品行业出现的问题做进一步的描述与探讨，然后通过体验工具得出最终的对策，使问题得以解决。最后通过举例丝芙兰的闺蜜式营销和雅诗兰黛的SNS营销，对体验营销的发展提出自己的见解。 关键词：化妆品 体验营销 战略性体验模块 ABSTRACT With the development of economy and the prosperity of commodity, consumers’ purchase decision factors has undergone great changes. Consumer buying process is not only a material satisfaction process, but simultaneously is also a process that is to meet the emotion and enjoy the spirit. Experiential marketing emerged in this economy as the times require. The cosmetics industry has a long history, which is a well-developed industry. Due to the market segments and homogenization of the products characteristics, experiential marketing is regarded as a dose of medicine. This paper firstly describes the research status and significance of experiential marketing, and then introduces the significance of experiential marketing in the cosmetics industry status quo, more exact understanding of experiential marketing for the positive significance of the marketing development through the contrast with the traditional marketing, and describes in detail experiential marketing is used in the cosmetics industry for the groundbreaking of the new century, experiential marketing can be said to bring the gospel to the womens cosmetics. At the same time, further illustrates the concrete implementation of the experiential marketing methods, inc