【摘要】 体验营销已经在很多大众消费品企业中得到应用,并获得了很好的效果,但是在非大众消费类企业的应用还十分有限,理论研究也不多。本文分析了体验营销在非大众类企业缺乏应用的原因和障碍,并结合IMN公司应用体验营销的成功实践,探讨和提出了非大众消费类企业应用体验营销的策略与建议。更多还原

【Abstract】 Experience marketing has been widely applied in the enterprises which manufacture consumer goods and proven that it is efficient. Nevertheless, there are few applications and theory researches on it in non-consumer goods enterprises. This paper mainly probes into the reasons why experience marketing is seldom used in non-consumer goods enterprises, and puts forwards the strategies and suggestions to it by taking the successful case of IMN as an example.更多还原