长虹如何借体验营销提升品牌价值

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1、产进行评估：长虹的品牌资产在品质认知度、品牌联想、品牌忠诚度这三方面都得到了极大的提升，表明品牌体验的确会带动企业品牌价值的增长。同时根据世界品牌实验室6VSL)发布的第三方数据也证明了这一结论。本文是笔者作为主要参与者利用体验营销理论在中国企业的一次实际操作及研究，其意义在于为探索中国企业以体验营销提升品牌价值，并将体验营销的理论真正运用到中国的制造业企业中来。关键词：家电行业体验经济体验营销战略体验模块体验平台体验矩阵品牌资产AbstractAlthoughChina’Srelatively

2、maturehouseholdapplianceindustry,hasalreadypossessedcertaininternationalcompetitiveStrengthbyaforegoingscalization．Changhong，asarepresentativefirmintheindustryofChina,isnOWgettingintolotsoftrouble．Itfaceswithmanychallengesandthreatsindomesticandintem

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4、ocietyhasbeenintoaperiodofexperientialeconomy,withahighlevelofpeople’Slifestandard，rapiddevelopmentofinformationtechnology,widely-receivedimportanceofbrandandpopularizationofmediaandentertainment．Byoutlingdifferencesamongexperientialeconomyandtraditi

5、onaleconomy／experientialmarketingandtraditionalmarketing／brandimageandbrandexperience，thearticleintroducesexperientialmarketingtoimprovetheoverallbrandexperienceandputthetheoryintopractice．Thefilndamentaltheoryisexperientialcharacteristicandtype，expe

6、rientialstrategicmoduleandmixedexperience．ThemarketingbattleofChanghongSenseandFeelRevolutionisasuccessfulexperientialmarketingattempt．Itstimulatedconsumers’thoughtbytheslogan“PerceptionisStandard’’；itintegratedmediaresourcesandpowerfullydevelopedpop

7、ulartopicsincertaintimeandscope；Itmatedfreshperceptualexperiencebyaseriesofbrand-newproductforconsumers；Itbroughttoconsumersperceptualirritationbyimpactiveprintcremiveworks；ItinteractedwithconsumersbytherecmitmemofPerceptualUmpire······Thefulluseofex

8、perientialmarketingelementscremedforconsumersthreefundamentalexperientialmodule：senseexperience，thinkexperienceandactexperience，whichwonanunprecedentedSUCCESSforChanghong’Sfirstattemptonexperientialmarketing．，AccordingtothesuccessfulimplementationofC