本文選題：體驗(yàn)經(jīng)濟(jì)　切入點(diǎn)：體驗(yàn)式營(yíng)銷(xiāo)　出處：《山東大學(xué)》2013年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：人類(lèi)社會(huì)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(yàn)經(jīng)濟(jì)時(shí)代。在整個(gè)經(jīng)濟(jì)形態(tài)轉(zhuǎn)變的過(guò)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(shí)用層次轉(zhuǎn)向體驗(yàn)層次,而產(chǎn)品和服務(wù)的同質(zhì)化趨勢(shì)也逐漸抹殺了給人們帶來(lái)的個(gè)性化、獨(dú)特性的感受和體驗(yàn)。在這樣的形式下,企業(yè)必須不斷尋求新的獨(dú)特賣(mài)點(diǎn),重新審視客戶(hù)的需求。如何為客戶(hù)提供超越競(jìng)爭(zhēng)對(duì)手的高價(jià)值,使企業(yè)成長(zhǎng)在本源上具有持久的競(jìng)爭(zhēng)優(yōu)勢(shì),將成為理論界和企業(yè)界關(guān)注的核心問(wèn)題,而體驗(yàn)式營(yíng)銷(xiāo)無(wú)疑將成為這一過(guò)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(guó))有限公司體驗(yàn)式營(yíng)銷(xiāo)策略”為題進(jìn)行研究。首先,提出了佳能(中國(guó))有限公司(以下簡(jiǎn)稱(chēng)為“佳能公司”)實(shí)施體驗(yàn)式營(yíng)銷(xiāo)的時(shí)代經(jīng)濟(jì)背景。詳細(xì)闡述體驗(yàn)經(jīng)濟(jì)到來(lái)與體驗(yàn)式營(yíng)銷(xiāo)出現(xiàn),分析體驗(yàn)、體驗(yàn)經(jīng)濟(jì)、體驗(yàn)式營(yíng)銷(xiāo)的涵義,歸納了體驗(yàn)式營(yíng)銷(xiāo)的基本特征,并總結(jié)體驗(yàn)式營(yíng)銷(xiāo)與傳統(tǒng)營(yíng)銷(xiāo)的區(qū)別。其次,對(duì)佳能集團(tuán)及佳能公司的發(fā)展、營(yíng)銷(xiāo)環(huán)境及營(yíng)銷(xiāo)現(xiàn)狀進(jìn)行了詳細(xì)的說(shuō)明與分析�；隗w驗(yàn)經(jīng)濟(jì)時(shí)代背景和佳能公司的現(xiàn)狀,結(jié)合大量案例事實(shí),對(duì)佳能公司開(kāi)展體驗(yàn)式營(yíng)銷(xiāo)應(yīng)用的目標(biāo)市場(chǎng)定位策略、體驗(yàn)式營(yíng)銷(xiāo)流程設(shè)計(jì)策略和體驗(yàn)式營(yíng)銷(xiāo)的客戶(hù)策略進(jìn)行分析與探討。最后,分析佳能公司在體驗(yàn)式營(yíng)銷(xiāo)開(kāi)展的組織、實(shí)施的主要路徑,說(shuō)明了體驗(yàn)效果的評(píng)估與追蹤的具體措施,建立了以客戶(hù)體驗(yàn)管理為核心的CEM系統(tǒng)框架結(jié)構(gòu)。 本文對(duì)佳能公司開(kāi)展體驗(yàn)式營(yíng)銷(xiāo)的研究,不僅豐富了市場(chǎng)營(yíng)銷(xiāo)理論,并且指導(dǎo)電子消費(fèi)品企業(yè)的實(shí)際營(yíng)銷(xiāo),對(duì)企業(yè)建立體驗(yàn)式營(yíng)銷(xiāo)的團(tuán)隊(duì)、提升企業(yè)價(jià)值、建立企業(yè)競(jìng)爭(zhēng)優(yōu)勢(shì)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(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F426.6

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