【作者】 王龙；

【导师】 钱旭潮；

【作者基本信息】 河海大学 ， 企业管理， 2004， 硕士

【摘要】 经济的发展导致消费环境的变化，并直接引发消费者消费结构、内容、形式、价值目标等方面的变革，形成全新的消费方式。体验消费是顺应消费环境的发展变化而出现的，并逐渐成为一种新兴的消费方式。 顾客需求的变化是市场营销顺利进行的航标。市场营销的理论和实践的本质在于探讨需求产生、发展和传递的规律。本文以此为研究导向，按照半科学一半经验的方法要求，针对全新的消费方式——体验消费——进行基础理论的开拓和应用研究。 本文首先归纳出体验消费行为与传统消费行为在具体消费内容上的差异，并从市场营销的角度界定出体验的根本内涵，以此明确概括出体验消费与产品消费、服务消费的区别与联系。 体验消费的基本模式是企业体验营销策略制定的根本依据。本文针对体验消费的心理—购买模式、体验消费的过程、体验消费现阶段的行业渗透、体验消费的行为类型以及体验消费下顾客满意进行了较为详细、深入的理论探讨，构建出体验营销模式的基本战略体系，提出了基于体验消费下企业营销策略的应对方略。更多还原

【Abstract】 The development of economy brings about the change of consume environment, and directly initiates transformations of consume construction, content, form and value objective, forms new consume patterns. Experience consume appears with the development and variations of consume environment, and becomes a new consume pattern.The variety of the customer need is a navigation mark for marketing to go on smoothly. The essence of marketing theories and practices lies in approaching laws by which needs emerge, develop and transmit. Regarding it as the guidance of research, according to the requests of half-science-experience method, this thesis expands foundation theories and carries on application study in view of the brand-new consume pattern-experience consume.The thesis analyzes and describes several special groups of extreme experience consume, concludes specific consume content differences between experience consume behaviors and traditional consume behaviors, and defines the basic connotation of experience from marketing angle, then explicitly generalize the difference and link among experience consume , product consume and service consume.Basic patter of experience consume is the fundamental basis by which enterprises draw up experience marketing strategy. This thesis makes specific and thorough theoretical exploration about psychology-purchase pattern, process, current trade infiltration, behavior type and customer satisfaction of experience consume, builds basic strategic system of experience consume pattern, puts forward enterprises marketing tactics based on experience consume.更多还原