【摘要】 当前,体验消费时代已经来临,“顾客体验”已成为第三种顾客价值,体验营销将是21世纪营销战中最有力的制胜利器。文章探讨了体验营销的切入点和基本原则,认为体验营销有五个切入点,即商品体验化、品牌体验化、环境体验化、事件体验化和广告体验化;成功开展体验营销有赖于坚持体验主题化、体验丰富化和全面顾客体验三个原则。更多还原

【Abstract】 At present,the experience marketing time comes,so "customer experience" has already become the third customer value.Experience marketing is becoming the most powerful weapon in the 21^st century marketing battle.The paper discusses the cut-point and basic principles of the experience marketing,dividing five cut-points as commodity experience,brand experience,environment experience, event experience and ads experience.Furthermore,to develop experience marketing also depends on three principles such as experience theme-oriented,experience enrichment and all-round customer experience.更多还原