Research on Model and Strategy of Ezperience Marketing
From the demand content and structure, this thesis puts forward two elemental models existing in experience market ing, which are decided by the different status and functions of experience value in demand content and structure. With the definit ion of experience and its core concepts, we consider that the process of e xperience consumption is the one during which consumers ideal living model became clea rer and c leare r. Based on consumers pursuit of indiv idual value and taken the consumers satisfaction of the ideal living model e xperience as the orientation, e xperience ma rket ing is a social and management process to realize the exchange of product s and values with the guide of experience demand concept. Therefore, this thesis brings forward the specific experience marketing strategies according to the increase of demand content and the change of demand structure.
ezperience ezperience marketing market ing model individual value
Wang Long Liu Huixing
Business School of Hohai University, Nanjing, P.R.China, 210098 Business School of Taizhou University, Taizhou, P.R.China, 318000
国际会议
4th International Conference on Productinnovation Management(第四届产品创新管理国际会议)
武汉
英文
1411-1416
2009-08-22（万方平台首次上网日期，不代表论文的发表时间）