宫晓彤基于顾客感知价值的体验营销策略研究.pdfVIP

摘 要 生产力的不断发展使人们的日常生活需求也发生了很大变化。除了满足基本的生活 需要，人们对购买的商品和购买过程寄予了更多期望。很多企业意识到这一变化，着力 于改善顾客体验以满足消费者个性化的情感需求。由于国内对体验营销的研究比较晚 经济发展程度与发达国家也有很大差距，因此在体验营销实践方面还存在很多问题。国 内服装品牌在探索如何实施体验营销方面做了很多尝试，尚未找到一条真正适合自身发 展的道路。日本服装品牌优衣库凭借对市场环境的敏锐嗅觉和先进的管理理念在激烈的 竞争中脱颖而出。本文基于相关理论研究和问卷调查，通过分析优衣库体验营销策略的 具体运用，总结出适合我国服装品牌实施体验营销的对策。 关键字：服装品牌，体验营销，优衣库 Abstract The continuous development of productivity makes peoples daily life needs have also changed a lot. In addition to meeting basic living needs, people place more expectations on the goods purchased and the process of buying. Many enterprises are aware of this change and focus on improving customer experience to meet the individual emotional needs of consumers. Because the domestic research on experience marketing is relatively late, the degree of economic development and developed countries also have a big gap, so there are still many problems in experience marketing practice. Domestic clothing brands have made many attempts to explore how to implement experience marketing, and have not yet found a road that is really suitable for their own development. Japanese clothing brand Uniqlo stands out in the fierce competition with its keen sense of smell and advanced management concept of the market environment. Based on the relevant theoretical research and questionnaire survey, this paper analyzes the specific application of Uniqlo experience marketing strategy, and summarizes the countermeasures suitable for the implementation of experience marketing for Chinese clothing brands. Key words ：Clothing brand Experience Marketing Uniqlo 目 录 摘 要 I Abstract II 前 言 1 1 绪论 2 1.1 概念界定2 1.1.1 体验2 1.1.2 体验营销2 1.2 研究目的及意义3 2 服装营销相关理论5 2.1 7Ps 营销理论5 2.2 体验营销相关原理与方法5 2.2.1 体验营销策略5 2.2.2 体验营销实施步骤