【摘要】：隨著國民經(jīng)濟(jì)的快速發(fā)展,汽車產(chǎn)業(yè)市場在不斷地擴(kuò)大,為汽車營銷服務(wù)企業(yè)的發(fā)展帶來了新的空間,市場的競爭也進(jìn)一步地激烈,趨于白熱化,傳統(tǒng)營銷理論指導(dǎo)下的營銷實踐活動越來越難以實現(xiàn)企業(yè)的經(jīng)營目標(biāo)。居民的收入不斷提高,對外交流和往來頻繁,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)者不再滿足于被動地接受企業(yè)的誘導(dǎo)和操縱,消費(fèi)者在購買產(chǎn)品的同時,更加注重的是享受和體驗這一過程。為了突破傳統(tǒng)營銷的藩籬,更好地?fù)屨际袌?贏得顧客的忠誠,企業(yè)迫切需要新的營銷理論的指導(dǎo)。通過對體驗營銷策略的研究,開闊企業(yè)的視野,為企業(yè)提供一種新的營銷理論,也為企業(yè)在已經(jīng)到來的經(jīng)濟(jì)階段——體驗經(jīng)濟(jì)階段的營銷提供一種思考方式,使企業(yè)走出傳統(tǒng)營銷的陷阱,獲得更好的市場業(yè)績。 本文以MG汽車公司為例,通過運(yùn)用體驗營銷模式的理念和研究工具,理論聯(lián)系實際,比較深入地探討了汽車營銷行業(yè)的發(fā)展現(xiàn)狀與趨勢,分析了汽車企業(yè)實施體驗營銷的必要性,研究了體驗營銷實踐步驟,提出了具體的適用汽車企業(yè)的營銷策略。本文的結(jié)論是：完全以客戶為導(dǎo)向的體驗營銷,能滿足顧客的不同要求,實現(xiàn)客戶層面參與企業(yè)營銷、管理運(yùn)營層面的科學(xué)互動管理,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)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F416.471

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