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当今中国市场,品牌之战愈演愈烈。竞争已越来越不局限于传统意义上的大众媒体竞争,而是一个整合的竞争。不但在电视上、报纸上、路边广告牌上有人与你争,商场里更是比比皆是。只要是有消费者的地方,你一定也会看到你的竞争对手。货架上的同类产品越来越多,消费者司空见惯,常常“随手就拿”。在这种充满“随机性”与“不确定性”的激烈竞争环境中,单靠建立鲜明的品牌形象,已远远不能满足销售产品的目的,而产品或服务所带来的心理上的效益占据越来越重要的位置。所以说,体验营销远不止是简单的感受产品和服务,而是给消费者一种感觉,一种情绪上、体力上、智力上甚至精神上的体验。用美国营销专家菲利普·柯特勒的话来说,就是以商品为素材,塑造感官体验和思维认同,抓住消费者注意力,为他们制造出值得回忆的感受,并为产品找到新的存在价值与空间。2001年,美国未来学家阿尔文·托夫勒来到中央电视台《对话》节目现场。这位曾经预测了“第三次浪潮”到来的托夫勒再次向大家预言:服务经济的下一步是走向体验经济,人们会创造越来越多的跟体验有关的经济活动,商家将靠提供体验服务取胜。6年的时间过去了,这一预言正在变成事实,体验式营销正在成为众多商家角逐商场的法宝。
Today’s Chinese market, the brand’s battle intensified. Competition has become more and more restricted to the mass media competition in the traditional sense, but an integrated competition. Not only on television, newspapers, roadside billboards and some people compete with you, the mall is abound. As long as there is a consumer, you will also see your competitors. More and more similar products on the shelves, consumers commonplace, often “take ”. In such a fiercely competitive environment full of “randomness ” and “uncertainty ”, relying on the establishment of a distinctive brand image is far from satisfying the purpose of selling the product, Psychological benefits occupy more and more important position. So, experiential marketing is much more than just a simple feel of products and services, but to give consumers a feeling that is emotionally, physically, intellectually, or even mentally experienced. In the words of the American marketing expert Phillip Kotler, the idea is to use commodities as materials to create a sensory experience and thinking identity, to seize the consumers’ attention and create memorable feelings for them, and to find new existential values for the products With space. In 2001, the U.S. futurologist Alvin Toffler came to the scene of “Dialogue” on CCTV. Toffler, who had predicted the advent of the “Third Wave,” once again predicted that the next step in serving the economy would be to experience the economy. People would create more and more economic activities related to experience. Businesses would By providing experience services to win. Six years have passed, this prediction is becoming a reality, experiential marketing is becoming a magic weapon for many businesses competing in the mall.