本文選題：體驗經(jīng)濟(jì)　切入點(diǎn)：體驗式營銷　出處：《山東大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：人類社會逐漸由農(nóng)業(yè)經(jīng)濟(jì)、工業(yè)經(jīng)濟(jì)和服務(wù)經(jīng)濟(jì)進(jìn)入到體驗經(jīng)濟(jì)時代。在整個經(jīng)濟(jì)形態(tài)轉(zhuǎn)變的過程中,消費(fèi)者的需求發(fā)生了很大的變化：消費(fèi)層次逐漸從實用層次轉(zhuǎn)向體驗層次,而產(chǎn)品和服務(wù)的同質(zhì)化趨勢也逐漸抹殺了給人們帶來的個性化、獨(dú)特性的感受和體驗。在這樣的形式下,企業(yè)必須不斷尋求新的獨(dú)特賣點(diǎn),重新審視客戶的需求。如何為客戶提供超越競爭對手的高價值,使企業(yè)成長在本源上具有持久的競爭優(yōu)勢,將成為理論界和企業(yè)界關(guān)注的核心問題,而體驗式營銷無疑將成為這一過程中企業(yè)所倚恃的有力工具。 有鑒于此,本文選擇“佳能(中國)有限公司體驗式營銷策略”為題進(jìn)行研究。首先,提出了佳能(中國)有限公司(以下簡稱為“佳能公司”)實施體驗式營銷的時代經(jīng)濟(jì)背景。詳細(xì)闡述體驗經(jīng)濟(jì)到來與體驗式營銷出現(xiàn),分析體驗、體驗經(jīng)濟(jì)、體驗式營銷的涵義,歸納了體驗式營銷的基本特征,并總結(jié)體驗式營銷與傳統(tǒng)營銷的區(qū)別。其次,對佳能集團(tuán)及佳能公司的發(fā)展、營銷環(huán)境及營銷現(xiàn)狀進(jìn)行了詳細(xì)的說明與分析。基于體驗經(jīng)濟(jì)時代背景和佳能公司的現(xiàn)狀,結(jié)合大量案例事實,對佳能公司開展體驗式營銷應(yīng)用的目標(biāo)市場定位策略、體驗式營銷流程設(shè)計策略和體驗式營銷的客戶策略進(jìn)行分析與探討。最后,分析佳能公司在體驗式營銷開展的組織、實施的主要路徑,說明了體驗效果的評估與追蹤的具體措施,建立了以客戶體驗管理為核心的CEM系統(tǒng)框架結(jié)構(gòu)。 本文對佳能公司開展體驗式營銷的研究,不僅豐富了市場營銷理論,并且指導(dǎo)電子消費(fèi)品企業(yè)的實際營銷,對企業(yè)建立體驗式營銷的團(tuán)隊、提升企業(yè)價值、建立企業(yè)競爭優(yōu)勢都有非常重要的指導(dǎo)意義。
[Abstract]:Human society has gradually entered the era of experience economy from agricultural economy, industrial economy and service economy. Great changes have taken place in consumer demand: the level of consumption has gradually shifted from the practical level to the level of experience, and the homogenization of products and services has gradually eliminated the personalization that has been brought to people. Unique feeling and experience. In such a form, enterprises must constantly seek new and unique selling points, re-examine the needs of customers. How to provide customers with higher value than their competitors, It will become the core problem that the theory and business circles pay attention to, and experiential marketing will undoubtedly become the powerful tool on which enterprises rely in the process of making enterprises grow up in the source with lasting competitive advantage. In view of this, this paper chooses "Canon (China) Co., Ltd. Experience marketing strategy" as the topic. This paper puts forward the economic background of Canon (China) Co., Ltd (hereinafter referred to as "Canon Company") to implement experiential marketing. The meaning of experiential marketing, summed up the basic characteristics of experiential marketing, and summed up the difference between experiential marketing and traditional marketing. Secondly, the development of Canon Group and Canon Company. Based on the background of the era of experience economy and the current situation of Canon Company, combined with a large number of case facts, the marketing environment and marketing status quo of Canon Company are described and analyzed in detail. The design strategy of experiential marketing process and the customer strategy of experiential marketing are analyzed and discussed. Finally, the organization and implementation path of Canon Company in experiential marketing are analyzed. The concrete measures to evaluate and track the effect of experience are explained, and the framework of CEM system with customer experience management as the core is established. This paper not only enriches the marketing theory, but also guides the actual marketing of the electronic consumer goods enterprises, establishes the experiential marketing team for the enterprises, and promotes the enterprise value. It is very important to establish the competitive advantage of enterprises.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F426.6

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