中国城市青年女性市场的体验营销策略分析

【作者】 尚亚文；

【导师】 王伟娅；

【作者基本信息】 东北财经大学 ， 企业管理， 2006， 硕士

【摘要】 体验经济时代的到来要求企业以一种全新的视角来审视顾客的需求，以一种全新的营销方式来塑造企业的核心竞争力，体验营销正是人们对营销活动规律性认识的一个深化，由于其在营销哲学上的合理性和对人的自我实现需要的尊重而获得蓬勃发展，表现出强劲的生命力。我国的城市青年女性市场具有较大的消费能力，其消费行为具有特殊性，在消费时比较注重体验的因素，引入和实施体验营销能指导针对城市青年女性市场的营销更新观念，真正以城市青年女性的需求为营销导向，选择有创意的主题，开发个性鲜明的产品，在激烈的市场竞争中获得持久的竞争优势。本文采用的研究方法主要是文献综合研究法、比较研究法和实证研究法，首先，对体验营销的发展进行了整理和综述；其次，在借鉴传统营销组合的基础上，提出了适合城市青年女性的体验营销组合模式，进一步完善了营销理论，以适应时代对营销领域变革的要求。本文共分四大部分：第一章绪论介绍了体验营销在国内外的研究现状、本文的研究意义、研究目的及研究方法；第二章介绍了体验营销的产生和发展，以及消费行为出现的新特征；第三章详细的分析了城市青年女性市场的消费行为特点和消费潜力；第四章在传统营销组合4Ps的基础上，提出适合中国城市青年女性市场发展的营销模式，为城市青年女性市场营销战略的制定和营销要素的组合提供了全新的视角，并选取典型的案例进行研究，总结经验，发现问题，围绕体验营销组合模式，为具体问题的解决提供对策。第五章对全文进行了简要的总结，并指出了今后的研究方向。更多还原

【Abstract】 The coming experience marketing era requires enterprises to analyze customers’ demands with a new view, and to set up competitive advantages with a new marketing method. The experience marketing is a deep thought on marketing activities’ rules, it has developed rapidly and shown strong vitality because of its rationality of marketing philosophy and its respect to human’s demands. The young women of city in China have considerable potential of consumption, they have special behavior of consumption and they pay attention to experiential aspect. Enterprises which provide products to young women of city in China could introduce and implement experience marketing to refresh their ideas, they should make sure that their marketing direction and methods meet the consumers’ demands, they should choose creative theme and develop products with vivid individual characters to gain sustainable competitive advantages in intense marketing competition. We use several study methods to collect and summarize interrelated literatures and compare different papers. On the base of traditional marketing mix, the author provides a new experience marketing pattern to improve the theories of marketing to fit the new challenge. There are four parts of this paper: the first chapter introduces the development of experience marketing study in China and abroad, beside this it also introduces the significance, the purpose and the methods of study used in this paper; the second part introduces the produce and development of the experience marketing, it also introduces the new character of the behavior of consumption; the third part particularly aims at the young women of city in China and analyze their characteristics and the potential of consumption; the last part provides a new experience marketing pattern which fits the situation of the young women of city in China, this pattern also provides a new prospect to make strategy, this part also analyze some cases to provide solutions to practical problems.更多还原