基于体验营销的企业市场推广策略研究--以“海底捞”为例.doc

摘 要:随着市场竞争的加剧，如何吸引消费者，赢取广大的市场，成为企业最为关心的问题之一。然而，传统的以企业产品为导向的营销模式已经不能满足消费者的需求。“以顾客为中心”的思想在市场营销中逐步深入，市场营销的重点已由产品和竞争为导向转向以顾客需求为导向。但是，我国企业在应用体验营销时还存在着营销观念滞后、顾客参与度低等问题。文章研究体验营销背景下我国企业在市场推广过程中的实施策略。

　　　在心理学理论“峰终定律”的指导下，文章探寻消费者的体验心理，并结合“海底捞”这一典型案例，总结出体验营销在市场推广过程中可以应用目标顾客定位、体验元素营造、顾客体验、体验效果评估等策略。这对我国企业运用体验营销，提升顾客忠诚和品牌形象，具有一定的参考价值。

关键词：体验营销；市场推广；顾客消费心理；峰终定律

ABSTRACT:With the increasingly fierce market competition, how to attract consumers, to win the majority of the market, become the most concern. However, the traditional product-oriented marketing model has been unable to meet consumer demand.The “customer-oriented” marketing model gradually become popular.The focus of marketing had been customer demand-oriented. However, there are many problems such as marketing concept lag, low customer participation of China's enterprises in the application of experiential marketing. This paper studies the marketing strategy of China's enterprises in the process of marketing.

　　This paper explore the consumer experience psychological by “Peak End Rule” and the typical cases of “HaiDiLao”.And summarize marketing strategy: customer orientation, creating experience elements, customer experience and experience evaluation.This has a certain reference value to China's enterprises in improving customer loyalty and brand value.

Keywords: Experiential marketing; marketing;customer consumer psychology;Peak-End rule