体验营销品牌传播新动力（Experiential marketing; brand communication; new impetus）.docVIP

体验营销品牌传播新动力（Experiential marketing; brand communication; new impetus） [service industry marketing experience, it is the competition to see who can give customers create unique experience, and this experience is a good experience, find every point of contact with the consumer, at these points strongly to create a good experience for the customer, so that every point is a positive experience plus, the final formation of competitiveness. ] The order The experience economy a book industry was accepted after a time, a popular domestic experience, Ogilvy Chinese speaking tour activities, from the 360 degree Brand Stewardship has become a 360 brand experience in the same period; grey also redefined the meaning of the brand, which is the definition of brand a kind of experience, have clear international 4A companies began to focus on the experience in the role of communication. Look at China in 2003 ad, Yili four rings, eat know, 36 degrees with wear to know (Xian thermal underwear), what a coincidence, no (how much to eat, only eat only know), three kinds of fruit on the inside. Shake before drinking (farmer orchard), have heralds the arrival of the era of experience marketing! Indeed, in the industry clamor, products become more and more homogeneous today, even the channel has begun to gradually homogenization. There are few things that really set the product difference, the difference of some companies called many times is the enterprise most probably it did not actually happen, let the associative memory through experience unique between consumers and product or brand, to the real interaction between the brand and the interpretation of many miracles, have a great relationship with the dissemination of these products the success of itself, so that consumers have curiosity through interactive experience, but curiosity is a kind of sales force. The rapid expansion of Starbucks coffee in the world, many service industry success enterprises are relying on experiential market