【作者】 胡博；

【导师】 鞠惠冰；

【作者基本信息】 吉林大学 ， 新闻与传播， 2014， 硕士

【摘要】 本文本文的研究对象是体验营销。尽管体验营销这一概念是由伯纳德施密特于1999年提出，但是这一营销形式早已有之。目前学术界对于体验营销的研究主要集中在它的功能性层面，研究重点在于让它如何让它取得良好的效果以服务于营销实践。本文立足于研究它的社会层面的影响，把它放在消费文化的视角下进行考察，力图揭示在它背后所隐藏的控制问题。本文可以分为以下三个部分第一部分，比较体验营销与传统营销的不同，从前提假设，传播过程，营销侧重点，以及与广告的关系等方面进行考察，对体验营销的特征做出界定第二部分，从体验营销的营销过程入手，关注体验营销过程中的仪式化效果。体验营销的过程也是一个传播过程，传播学研究的框架也同样适用于体验营销的研究。从传播者、传播内容、接受对象、传播媒介，传播效果等五方面来进行考察，揭示体验营销过程中的仪式化。第三部分，在消费社会的框架下来探讨体验营销及其仪式化效果。这一部分主要分为五方面，从消费环境、消费心理、消费行为、消费社会以及消费社会下的反思来进行考察。揭示体验营销巨大的社会影响力。更多还原

【Abstract】 The research object of this paper is experience marketing. Although the conceptof experience marketing is put forward by Bernard Schmidt in1999, but this form ofmarketing have already been existed for many years. The current academic researchon experience marketing mainly focus on the functional aspect of it,and how to makeit obtain good effect in the practice marketing. This paper,based on the study of itssocial level, put it in the perspective of a consumer culture and tries to reveal thehidden problem of social control behind it. There are three parts in the article.The first part, compared with the difference of experience marketing andtraditional marketing from the assumption, communication process, the marketingfocus,and the relationship between advertising and marketing, there is a defination ofthe characteristics of experience marketing.Starting from the process of marketing, this part focused on the ritual effect.Forexperience marketing process is a communication process, communication studiesresearch framework is also applicable to the experiential marketing. We studied fromthe five aspect of comunication to reveal the experience marketing.The third part,we discussed experiential marketing and its ritual effect in theframework of consumer society. This part mainly consists of five aspect,consumptionenvironment, consumer psychology, consumer behavior, consumer society and thereflection of consumer society.The object of this part is to reveal huge social influenceof experience marketing.更多还原