试析体验营销策略在大学生消费市场的运用.doc

摘要:随着高校大学生消费市场的迅速发展，校园经济已成为消费市场上的一个新亮点，同时也成为消费市场上的重要组成部分。各大商家也纷纷将营销策略对准了大学生。体验营销是现代营销理念的集中反映，它进一步强化了消费者的核心地位，而体验营销也正借助着它这种促进大学生认知和喜爱的营销手段特点备受当代大学生的青睐。本文通过对体验营销的具体概述以及大学生消费市场状况分析来探究体验营销策略在大学生消费市场的运用。

关键词：大学生；体验；营销策略

Abstract：with the development of College Students' consumption market is developing rapidly, the campus economy has become a new bright spot in the consumer market, but also become the important component of the consumer market. Major business enterprises also have the marketing strategy on College students. Experience marketing is the concentrated reflection of modern marketing concept, it further strengthened the position of the core consumer, and experiential marketing is by its the promotion of College Students' cognitive and favorite means of marketing has characteristics of contemporary college students of all ages. Based on the experience marketing specific overview and consumption market situation analysis to explore the experience of marketing strategy in the use of consumer market of University students.

Key words: college students; experience; marketing strategy

　　随着经济的发展，人们的生活水平有了显著提高，消费观念也不再像以往一样，仅仅停留在获得产品本身，而是开始向往产品给消费者带来的精神享受。消费者往往会因为某个产品包含的象征意义而产生购买行为。在这种竞争激烈的市场环境下，吸引消费者并能使其成为固定消费群体是成功的关键。以往商家主要利用产品强大的功能、美观的外形、低廉的价格来吸引消费者，但如今商家更注重让顾客对产品进行体验，从消费者的生活情景出发让消费者切实体验到产品的价值，给消费者塑造了良好的感官体验，吸引了消费者的注意力，促使消费者做出购买行为或是在有需要时能想到产品，同时也为产品口碑起到一定的宣传作用。那么，商家就必须抓住消费者这种新的诉求点，引导和创造个性化的消费市场，在这种良好的契机下，体验营销应运而生。