体验营销在装饰行业中的应用.pdf

体验营销在装饰行业中的应用 摘 要 随着营销观点的改变和创新以及技术提升，营销创新与突破相应成为各装饰 企业追求的目标，体验营销在装饰行业的应用也的到人们的重视，企业要想在新 型经济下盈利，就必须在体验营销上下功夫，企业将靠这种体验服务取胜。在这 种情况下家装的市场潜力和利润吸引了大批的跟随者，各种家装公司迅速成立， 导致家装行业的竞争也日趋白热化，迫使各家装公司不断寻求差异化来提升自身 竞争力，因此体验营销在家装行业的应用也就应运而生。 本文结合这一背景首先对体验经济、体验营销、装饰行业体验营销进行了介 绍然后从产品体验、人文关怀体验、场景设置体验、主题互动体验方面分析了体 验营销在装饰行业中的应用。 关键字：体验营销 装饰行业 经济 英文摘要及关键词 Abstract Withthemarketingpointofviewchangesandinnovationandtechnologyupgrading, innovation and breakthrough marketing accordingly become the decorative enterprises goal, to experience the attention of people applying marketing in the decoration industry also, enterprises want to gain in the new economy, we must experienceinthemarketingefforts,enterpriseswilldependonthisserviceexperience towin. Inthis casetheJiezhuangmarketpotential andprofit attractedlargenumbers of followers, various Jiezhuang companies set up quickly, leading to Jiezhuang industry competition is also increasingly fierce, forcing the Jiezhuang companies continue to seek differences to enhance their competitiveness, so the application of experiencemarketinginJiezhuangindustryalsoemergeasthetimesrequire. Based on this background the experience economy, experiential marketing, decoration industry marketing experience are introduced and from the product experience, experience, experience of humanistic care setting, theme interactive experienceofapplicationofexperiencemarketinginthedecorationindustry. Keywords experientialmarketing decorationindustry economy ： 一、引言 体验营销在装饰行业中的应用 一、引言 随着全国装饰业的发展和中国加入世贸组织，深入探讨装饰行业调整、改革、 优化与发展的课题，对于继续保持和扩大装饰业的优势，对于完善城市建设和建 筑市场管理体制，具有十分重要的理论和实践意义，体验式营销将成为销售行业 中的趋势和潮流，将为装饰企业赢得难以超越的竞争优势。 我们有理由相信在不久的将来，体验营销必然会变为一种趋势，成为企业参 ① 与竞争的有力武器。装饰公司的当前任务就是要尽快适应