体验营销在企业中的运用与对策研究--以快速消费品行业为例.doc

摘 要:21世纪，经济形态已经由商品经济、服务经济发展到现阶段的体验经济，体验营销应运而生，成为业界研究的热点问题。体验营销的核心是有效地满足消费者心理需求，增加企业产品竞争力。随着我国市场经济的迅速发展，快速消费品市场进入了一个非常成熟、竞争异常激烈的阶段。与此同时，消费社会成为一种新的社会形态，消费观念、消费需求也已经发生潜移默化的改变，体验需求成为消费者需求的重要组成部分。体验营销作为一种全新的营销模式，代表未来营销的发展方向。

   本文按照“提出问题——分析问题——解决问题”的思路，运用理论阐述和定性分析的方法，构建了本文的内容体系。首先，对快速消费品和体验营销理论进行了系统研究，阐述了体验营销的实施意义，为后文的分析做了铺垫；其次，分析了体验营销在快速消费品行业中实施的必要性和可行性，结合前面的理论提出基于顾客角度的6E营销组合模型和策略，其中包括产品体验策略、品牌体验策略、促销体验策略、口碑体验策略及创新体验策略，最后通过个案分析验证策略可行性。

关键词：消费需求；体验营销；快速消费品；策略

Abstract:Into 21st century, the Economic Modality has been developed from the commodity economy, service economy to the experience economy; Experience Marketing is emerging as the industry’s hot issue. The core of Experience Marketing is to effectively meet the psychological needs of consumers, increasing product competitiveness. With the rapid development of China's market economy,fast moving consumer goods market has entered a very mature, fiercely competitive stage, atthesametime,the consumersociety becomeanew formofsociety, consumerattitudesanddemandshavealsobeen a subtle change,experience requirements become an important element of consumer demand. As a new marketing model, Experience Marketing represents the future direction of development of the marketing.

　　In accordance with this article to ask questions, analyze problems, problem-solving ideas, using theoretical explanations and qualitative analysis method to build a paper the contents of the system. First of all, the theory of fast moving consumer goods and experience marketing have undertaken a systematic study and explained the significance of the implementation of Experience Marketing, laying a theoretical foundation for later research; Secondly, it analyzed the necessity and feasibility of the implementation of marketing experience in the fast moving consumer goods industry, combined with the previous theory based on the customer angle 6E marketing mix model and strategies, including product experience strategy, brand experience strategy,  and promotion experience strategy, reputation experience strategy and innovative experience strategy; finally with case analysis to verify the policy feasibility.

Keywords: Consumer Demand; Experience Marketing; FMCG; Strategy