【摘要】：在新的經(jīng)濟背景下，，隨著企業(yè)競爭的日益加劇和消費者偏好的改變，新的營銷模式——體驗營銷應(yīng)運而生。而這種模式在我國還處于摸索階段，企業(yè)除了照辦國外的理論知識和借鑒先進的實踐經(jīng)驗外，似乎找不到更行之有效的辦法，來從本企業(yè)自身的實際角度出發(fā)進行運用和創(chuàng)新。本文意圖通過介紹奧林巴斯數(shù)碼相機企業(yè)在運用體驗營銷理論方面的好的做法和存在的問題，從不同的角度介紹體驗營銷在企業(yè)中的運用經(jīng)歷，給讀者提供實際營銷操作方面的新方法。 本篇論文詳細(xì)的闡述了體驗營銷的產(chǎn)生背景，從社會經(jīng)濟環(huán)境的變化和消費者多種多樣的需求水平的提高來進一步的分析了體驗營銷模式能夠產(chǎn)生的可行性和必要性，根據(jù)作者所處行業(yè)分析了我國數(shù)碼相機的銷售現(xiàn)狀和發(fā)展的趨勢，介紹了國內(nèi)外知名企業(yè)實施體驗營銷的范例。隨后根據(jù)奧林巴斯企業(yè)目前在銷售方面存在的問題，分析了企業(yè)運用體驗營銷的必要性，并實施和設(shè)想了體驗營銷的設(shè)計方案，為企業(yè)的發(fā)展拓寬了思路。
[Abstract]:Under the new economic background, with the increasing competition of enterprises and the change of consumer preference, the new marketing mode, experiential marketing, emerges as the times require. However, this model is still in the exploratory stage in our country. In addition to following the theoretical knowledge of foreign countries and drawing lessons from advanced practical experience, enterprises do not seem to find a more effective way to apply and innovate from the practical point of view of their own enterprises. The purpose of this paper is to introduce the good practices and existing problems of Olympus digital camera enterprises in the application of experience marketing theory, and to introduce the application experience of experience marketing in enterprises from different angles, so as to provide readers with new methods of actual marketing operation. This paper expounds the background of experiential marketing in detail, further analyzes the feasibility and necessity of experiential marketing mode from the change of social and economic environment and the improvement of consumers' demand level, analyzes the sales status and development trend of digital camera in China according to the industry in which the author belongs, and introduces the examples of implementing experiential marketing in famous enterprises at home and abroad. Then, according to the existing problems of Olympus enterprises in sales, this paper analyzes the necessity of using experiential marketing, and implements and imagines the design scheme of experiential marketing, which broadens the train of thought for the development of enterprises.
【學(xué)位授予單位】：河北工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F426.6

【參考文獻】

相關(guān)期刊論文 前6條

1 牛大山;肖敬;姚磊;;解析企業(yè)的體驗式營銷[J];大家;2011年19期

2 馬杰;;淺談體驗式營銷在中國零售業(yè)態(tài)的應(yīng)用[J];經(jīng)營管理者;2011年21期

3 汪濤;崔國華;;經(jīng)濟形態(tài)演進背景下體驗營銷的解讀和構(gòu)建[J];經(jīng)濟管理;2003年20期

4 李揚洋,孫永朋;營銷觀念與營銷人員激勵機制的研究[J];商場現(xiàn)代化;2005年06期

5 李學(xué)軍;王念東;;關(guān)于市場細(xì)分的四點思考[J];市場研究;2007年03期

6 劉濤;;企業(yè)體驗營銷策略分析[J];中小企業(yè)管理與科技(上旬刊);2010年09期

本文編號：2504596