本土企业运用体验营销策略存在的问题及对策.doc

摘要：体验营销理论自引入我国以后，在企业营销实践中发挥了重要作用，同时也取得了一定的成绩。但体验营销作为一种新的营销模式，目前仍处在初级发展阶段，所以还有很多问题值得探讨。本文首先从体验营销的概念着手，通过对本土企业运用的体验营销策略进行研究，提出了体验营销在实施过程中存在的一系列问题如：对体验营销的认识不够，体验营销仍停留在战术阶段，体验营销缺乏创新，未能充分利用网络资源，并针对这些问题提出了相应的解决方法。

关键词： 体验经济   体验营销    体验营销策略

Abstract：the experience marketing theory introduced into China in the future, in the enterprise marketing plays an important role in the practice, but also has obtained some achievements. But the experience marketing as a new marketing mode, is still in the primary stage of development, so still a lot of problems are worth discussing. This paper from the experience of the concept of marketing to, through the local enterprises of the use of the experience marketing strategy, we propose the experience marketing in the process of implementing a series of problems such as: to the understanding of the experience marketing is not enough, the experience marketing is still in a tactical stage, the experience marketing lack of innovation, failed to make full use of network resources, and in the light of these problems, advances some corresponding solving methods.

Keywords:  Experience economy   Experience marketing      Experience marketing strategy

　　体验营销是一种能很好迎合顾客心理需求的营销活动，随着时代的进步，经济的发展，技术的提高，消费者生活方式的改变以及激烈的市场竞争等环境因素的变化，国内越来越多的企业都开始采用体验营销的方式来推动企业的营销活动，它必将成为一种主导的营销方式。对于企业而言，要不断提高自身素质，不断强化体验营销理念，加强客户参与，采用体验营销网络化的方式，才能将体验营销更好的运用到企业实践中，成为企业竞争的有力法宝。