浅析互联网模式下的体验营销.docVIP

成都理工大学工程技术学院毕业论文 浅析互联网模式下的体验营销 作者姓名：莫武林 专业名称：电子商务 指导讲师：黄勇 讲师 浅析互联网模式下的体验营销 - PAGE I- 摘要 在网络经济时代，体验营销正在利用网络工具，不断扩大体验营销用户群体和增加互动性网络体验营销成为企业体验营销战略的一种新途径，网络体验营销是一种为体验所驱动的营销和管理模式，本文认为会很快将取代传统的营销和经营方法。 本文站在在前人学者专家的肩上，从体验的含义到体验营销的含义，特征和作用，分析了传统体验营销与传统营销模式的主要区别，介绍了体验营销的体验模块、执行及规划实施工具；探讨了网络体验营销构建模式及特征；浅析了网络体验营销的优势并提出了企业实现虚拟体验的策略。 通过阐述体验经济时代下网络体验营销的基本内涵和基本特点、优势，探讨企业在实际运作中通过满足、创造消费者的个性化需要，体验项目，用优质服务传递体验，用企业的品牌进行体验营销活动等实施体验营销的方法；线下体验营销与网上体验营销的整合，充分理解体验的内涵，利用好互联网平台做好企业网络体验营销。 同时网络体验营销是体验经济时代下，电子商务企业不可少的利器，所以值得进一步学习和研究并应用与实践。 关键词：电子商务 体验营销 网络体验营销 体验经济  Abstract In the age of Internet economy, the experience marketing are using network tools, and constantly expand the experience marketing network user groups and increase interactive experience marketing become enterprise experience marketing strategy, a new way of network experience marketing is a driven for experience marketing and management mode, this paper argues that will soon will replace the traditional marketing and management methods. This paper stood in the previous scholars and experts from the shoulder, the meaning of experiential marketing experience to the meaning, characteristics and function, analyzed the traditional experience marketing and traditional marketing mode, introduces the main difference between experience marketing experience module, implement and planning implementation tool; Analyses the advantage of network experience marketing and put forward enterprise virtual experience strategy. Through expounding the experience economy era under the basic connotation of experiential marketing network and its basic characteristics, advantages, exploring the enterprise in real operation, create consumers through meeting of individualized need, experience with high quality service delivery project, with enterprise brand experience, and experience marketing activities for the method; implementing experience marketing Offline experience marketing and online experience marketing integration, fully understand t