【作者】 邓勤学；

【导师】 汪秀英；

【作者基本信息】 首都经济贸易大学 ， 企业管理学， 2004， 硕士

【摘要】 一、本论文的目的 随着中国改革开放的深化，中国的市场经济逐步走向完善，市场竞争日益激烈，传统营销理论指导下的营销实践活动越来越难以实现企业的经营目标。为了走出传统营销的陷阱，更好地抢占市场，赢得顾客的忠诚，使企业的产品和品牌在顾客脑海中留下深刻印象，成为顾客的首选，企业迫切需要新的营销理论的指导。本文意图通过对体验营销的研究，开阔企业的视野，为企业提供一种新的营销理论，也为企业在即将来到的经济阶段——体验经济阶段的营销提供一种思考方式，使企业走出传统营销的陷阱，获得更好的市场业绩。 二、本论文的研究方法 本文采用调查研究与理论分析相结合的方法，在收集大量国内外有关体验营销实证资料的前提下，通过对资料的分析和前人理论的归纳总结提出了自己的观点。 三、本论文的基本内容 首先本文从体验的内涵出发，描述了体验的特征和体验产生的过程，区分了广义的体验营销和狭义的体验营销以及传统营销与体验营销的异同。其次分析了体验营销兴起的原因，描述了国内外体验营销的现状，然后根据不同的标志，对体验进行了分类。在此基础上，根据前人的研究成果和体验营销的现实状况，笔者提出了进行体验营销的七大策略，即“7EP”。随后本文分析了从事体验营销的企业所必须具备的前提条件，并提出了企业体验营销的实施模型，详细阐述了实施体验营销的四大步骤。最后本文展望了体验营销的发展趋势，分析了体验营销在我国发展的制约因素。更多还原

【Abstract】 Goal Of The ThesisWhile the opening and reform of china go on, the market-directed economic of china begin to become perfect, competition of market become more and more fierce, and it is more and more difficult in making goal of business management come true with marketing action directed by traditional marketing theory. In order to walk out the trap of the traditional marketing, win the market and the loyalty of customers, and make the product and brand impress deeply customers and become the fist choice of them, companies cry for the guidance of new marketing theory. Through the research into experience marketing, the thesis wants to expand the view of companies, provides companies a new marketing theory and thinking method on marketing in the coming ecnomic phase(experience economic), make companise walk out the trap of traditional marketing, and obtain better market achievement. Research Method Of The ThesisThe thesis synthetically use the method of investigation study and theory analysis. After collecting plenty of external and internal positive data on experience marketing, author analyses those data and former theory and generalizes and puts forward his own theory. Basic Content Of The ThesisFirst, based on the definition of experience, the thesis talk about the character of experience and it’s formation process, differentiates the narrow experience marketing from the broad experience marketing and compares the traditional marketing with the experience marketing. Second, the thesis analyses the reason of experience marketing development and discribes the situation of abroad and inland experience marketing, then according to different character, author classifies the experience. On this ground and based on the former research result and the realistic situation of experience marketing, author puts forward seven strategy of experience marketing, that is "7EP". After that, the thesis discusses the precondition that companies undertake experience marketing, put forward the executive model of experience marketing, and elaborates the four executive steps in detail. In the end, the thesis predicts the future of the experience marketing, and discusses the ristriction of experience marketing development in our country.更多还原