MG汽車公司體驗(yàn)營(yíng)銷策略研究
發(fā)布時(shí)間：2019-05-12 01:01
【摘要】：隨著國(guó)民經(jīng)濟(jì)的快速發(fā)展,汽車產(chǎn)業(yè)市場(chǎng)在不斷地?cái)U(kuò)大,為汽車營(yíng)銷服務(wù)企業(yè)的發(fā)展帶來(lái)了新的空間,市場(chǎng)的競(jìng)爭(zhēng)也進(jìn)一步地激烈,趨于白熱化,傳統(tǒng)營(yíng)銷理論指導(dǎo)下的營(yíng)銷實(shí)踐活動(dòng)越來(lái)越難以實(shí)現(xiàn)企業(yè)的經(jīng)營(yíng)目標(biāo)。居民的收入不斷提高,對(duì)外交流和往來(lái)頻繁,人們的消費(fèi)能力和消費(fèi)觀念也有了更大的提高和改變,消費(fèi)者不再滿足于被動(dòng)地接受企業(yè)的誘導(dǎo)和操縱,消費(fèi)者在購(gòu)買產(chǎn)品的同時(shí),更加注重的是享受和體驗(yàn)這一過(guò)程。為了突破傳統(tǒng)營(yíng)銷的藩籬,更好地?fù)屨际袌?chǎng),贏得顧客的忠誠(chéng),企業(yè)迫切需要新的營(yíng)銷理論的指導(dǎo)。通過(guò)對(duì)體驗(yàn)營(yíng)銷策略的研究,開闊企業(yè)的視野,為企業(yè)提供一種新的營(yíng)銷理論,也為企業(yè)在已經(jīng)到來(lái)的經(jīng)濟(jì)階段——體驗(yàn)經(jīng)濟(jì)階段的營(yíng)銷提供一種思考方式,使企業(yè)走出傳統(tǒng)營(yíng)銷的陷阱,獲得更好的市場(chǎng)業(yè)績(jī)。 本文以MG汽車公司為例,通過(guò)運(yùn)用體驗(yàn)營(yíng)銷模式的理念和研究工具,理論聯(lián)系實(shí)際,比較深入地探討了汽車營(yíng)銷行業(yè)的發(fā)展現(xiàn)狀與趨勢(shì),分析了汽車企業(yè)實(shí)施體驗(yàn)營(yíng)銷的必要性,研究了體驗(yàn)營(yíng)銷實(shí)踐步驟,提出了具體的適用汽車企業(yè)的營(yíng)銷策略。本文的結(jié)論是：完全以客戶為導(dǎo)向的體驗(yàn)營(yíng)銷,能滿足顧客的不同要求,實(shí)現(xiàn)客戶層面參與企業(yè)營(yíng)銷、管理運(yùn)營(yíng)層面的科學(xué)互動(dòng)管理,使買賣雙方達(dá)到共贏。
[Abstract]:With the rapid development of the national economy, the automobile industry market is constantly expanding, which has brought new space for the development of automobile marketing service enterprises, and the competition in the market is also further fierce and tends to heat up. Under the guidance of traditional marketing theory, marketing practice is becoming more and more difficult to achieve the business objectives of enterprises. With the continuous improvement of residents' income, frequent exchanges and exchanges with foreign countries, people's consumption ability and consumption concept have also been greatly improved and changed, and consumers are no longer satisfied with passively accepting the induction and manipulation of enterprises. Consumers in the purchase of products at the same time, more attention is to enjoy and experience this process. In order to break through the barriers of traditional marketing, seize the market better, win the loyalty of customers, enterprises urgently need the guidance of new marketing theory. Through the study of experiential marketing strategy, this paper broadens the horizons of enterprises, provides a new marketing theory for enterprises, and also provides a way of thinking for the marketing of enterprises in the coming economic stage-the stage of experiential economy. Make the enterprise get out of the trap of traditional marketing and get better market performance. Taking MG Automotive Company as an example, by using the concept and research tools of experiential marketing mode, this paper discusses the current situation and trend of automobile marketing industry by integrating theory with practice. This paper analyzes on the necessity of implementing experiential marketing in automobile enterprises, studies the practical steps of experiential marketing, and puts forward some concrete marketing strategies suitable for automobile enterprises. The conclusion of this paper is that customer-oriented experiential marketing can meet the different requirements of customers, realize the participation of customers in enterprise marketing, manage the scientific interactive management at the operational level, and make buyers and sellers win-win.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F416.471
本文編號(hào)：2474988
[Abstract]:With the rapid development of the national economy, the automobile industry market is constantly expanding, which has brought new space for the development of automobile marketing service enterprises, and the competition in the market is also further fierce and tends to heat up. Under the guidance of traditional marketing theory, marketing practice is becoming more and more difficult to achieve the business objectives of enterprises. With the continuous improvement of residents' income, frequent exchanges and exchanges with foreign countries, people's consumption ability and consumption concept have also been greatly improved and changed, and consumers are no longer satisfied with passively accepting the induction and manipulation of enterprises. Consumers in the purchase of products at the same time, more attention is to enjoy and experience this process. In order to break through the barriers of traditional marketing, seize the market better, win the loyalty of customers, enterprises urgently need the guidance of new marketing theory. Through the study of experiential marketing strategy, this paper broadens the horizons of enterprises, provides a new marketing theory for enterprises, and also provides a way of thinking for the marketing of enterprises in the coming economic stage-the stage of experiential economy. Make the enterprise get out of the trap of traditional marketing and get better market performance. Taking MG Automotive Company as an example, by using the concept and research tools of experiential marketing mode, this paper discusses the current situation and trend of automobile marketing industry by integrating theory with practice. This paper analyzes on the necessity of implementing experiential marketing in automobile enterprises, studies the practical steps of experiential marketing, and puts forward some concrete marketing strategies suitable for automobile enterprises. The conclusion of this paper is that customer-oriented experiential marketing can meet the different requirements of customers, realize the participation of customers in enterprise marketing, manage the scientific interactive management at the operational level, and make buyers and sellers win-win.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F416.471
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