体验式营销在汽车营销中的应用

【摘要】 体验经济的到来使汽车企业竞争的门槛提高,过去单纯依靠提供良好的产品与优质的服务已很难赢得消费者长期的青睐。对于营销趋势的把握、对营销策略的运用已经成为决定竞争成败的关键。对于汽车营销而言,体验式营销可以在营销过程中为消费者创造更加轻松、愉悦、人性化、感性的氛围,并从心理上掳获消费者。文章在对体验式营销在汽车营销领域应用的可行性进行分析的基础上提出了其具体的操作方式以及应用过程中应注意的问题。更多还原

【Abstract】 The coming of experiential economy raises thecompetition threshold to automotive enterprises,pure-ly providing good quality products and service can’tmeet consumers’ requirements in the long termas theyused to do.Understanding marketing trend andknowing howto use marketing strategy have become akey point of success in competition.As far as auto-motive marketing are concerned,experiential econo-my can create a more relaxing,pleasant,human-centered and emotional atmosphere and meet consum-ers’ requirements.Based on the feasible analysis ofexperiential marketing application in automotive mar-keting,the article advances concrete operations andissues ought-to-know.更多还原