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1、试论体验营销在企业中的应用（TheapplicationofexperientialmarketinginEnterprises）TheapplicationofexperientialmarketinginEnterprises2011-3-149:40,LiuChunmeiAbstract:duetoincreasedcompetitionandthetrendofhomogenizationofproducts,consumersinthepurchaseoftheproductthereisnoso-calledtoabrandloyalty,inordertooccu
2、pyafavorablepositioninthecompetition,moreandmoreenterprisesbegintopayattentiontotheexperiencemarketingthisnewmarketingmodel,namelyemotionalmarketingstrategy,marketingstrategy,marketingtobeautifythefestivalculturepersonalitystrategy,marketingstrategy,servicemarketingstrategy,marketingstrategy
3、.Keywords:experientialmarketing;enterprise;applicationFirst,themeaningofexperientialmarketingItshouldbesaidthattheexperiencemarketingappearedveryearlyinthebusinessactivitiesofenterprisesintheprocess,suchastastebeforeyoubuyisatypicalapplicationofexperientialmarketing,butit'sjustasimpleapplica
4、tionoftheearlymarketingexperience.Therealresearchofexperientialmarketingin1998,firstproposedbytheAmericanstrategiccooperationhorizonConsultingCo.,thecompany'stwofounderspineandGilmore,theythinkthatexperientialmarketingis"fromtheconsumer'ssenses,feelings,thinking,action,fiveaspectsrelatedtoth
5、edefinitionanddesignofmarketingconcept."JosephPinesaid:"experiencereferstopeopleinanessentiallypersonalizedwaytospendsometime,andfromwhichaccesstoaseriesofmemorableevents."PoynterSchmidtinthe"experientialmarketing"that:"experienceistheenterprisetoserviceasthestage,thecommodityasprops,aroundt
6、heconsumercreatedmemorableactivities."Therefore,theybelievethatexperienceisanintangibleandvaluable,makethepersonproducesknowledge,emotionaleconomicgoods,consumersintheconsumerwhenbothrationalandemotional,sothestudyoftheconsumerexperienceintheconsumerbeforeandafterconsumptionandconsumptionist
7、heeffectiveimplementationofthekeymarketingexperience.FamousmarketingmasterPhilipKotlersaid:"theexperiencemarketingisthroughobservation,listening,letcustomerstrytheproduct,toexperiencetheenterprisestoprovideproductsorservicestocustomers,qualityandpe
