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1、别把事儿都当营销(一管理)（Don'ttakeeverythingasmarketing）Chapterfirst:whatistheessenceofmarketing?11.1allmarketingismarketing...21.2don'tneglectthecentralpointofmarketing...71.3marketingisdoingthemindsoftheconsumerthings...91.4marketingisnotdoingme,butdoingothers...121.5weh
2、avetodrillintotheinnerpartoftheconsumer...141.6isnotthesame,notdoingmarketing...15experiencemarketingisa1998AmericanstrategyhorizonLLPcompany'stwofoundersBjosephpineIIandJamesHgilmoreproposed.Theirdefinitionofexperientialmarketingis:redefiningtheconceptofmarketi
3、ngfromfiveaspectsoftheconsumer'ssenses,emotions,thinking,action,andrelevance."Theybelievethatconsumerconsumptionisbothrationalandemotional,consumerexperiencebeforeconsumption,consumptionandconsumption,isthekeytostudyconsumerbehaviorandcorporatebrandmanagement.Wh
4、ydoesexperientialmarketingspreadsofastinChina?ThisisrelatedtothetrendofconsumptionexperienceinChina,butnotaccidental.Thereasonsaresummarizedasfollows:1.theprogressofmaterialcivilizationandtheimprovementofconsumers'livingstandardsWiththeprogressofmaterialciviliza
5、tion,people'slivingstandardsandconsumerdemandareconstantlyescalating.Intheagriculturalsociety,peoplearepursuingthebasicmeetthefoodandclothing;intheindustrialsociety,thestandardoflivingismeasuredbythematerialquantityofproducts;inthepostindustrialsociety,peopleare
6、moreconcernedaboutthequalityoflife,caresatisfactionintheirmentalandspiritual.Andexperiencecanbesaidtorepresenttheeconomicprovisionofthiskindofsatisfaction.Obviously,people'sconsumptiondemandturnsfrompracticalleveltoexperiencelevel,whichistheresultofsocialdevelop
7、ment.2.homogenizationofproductsandservicesThefiercemarketcompetitionspeedsupthespreadoftechnology,andtheconvergenceofgoodsandservicesintheindustryisbecomingmoreandmoreconvergence.Itispreciselybecauseoftheconvergenceofgoodsandservicesthatthegoodsandservicesbrough
8、ttothepeopleofpersonalized,uniquefeelingsandexperience,theexperienceissoprecious.3.therapiddevelopmentofscienceandtechnologyManymodernpeopleexperience,suchasInternetg
