Study on the Experiential Marketing Strategies in Chinese Enterprises

摘要：

Experiential marketing exists everywhere．Nowadays，every market,every industry (consumer,service,technology and industry)and various kinds of organizations have all began to adopt experiential marketing to develop view product,communicate、with customers,improve the marketing relationship,choose business partners，lay out retail booth and build website，and these changes have been increasingly evident．More and more marketers have discarded traditional marketing ways base on “features and benefits．and pay more attention to creating experience for customers．This article exposits the meaning and characteristic of experiential marketing as well as the causes,and emphasizes on the specific measures．

关键词： Experience Experiential economy Experiential marketing

作者: SHAO Jihong

作者单位: School of Management Hubei University of Technology Wuhan,P.R.China,430068

会议类型: 国际会议

会议名称: 2008 Conference on Regional Economy and Sustainable Development(2008区域经济与可持续发展国际学术会议)

会议地点: 济南

会议语种:英文

页码: 1126-1231

在线出版日期: 2008-11-01（万方平台首次上网日期，不代表论文的发表时间）