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Corporate experiential marketing operations research

Author: LiChangRun
Tutor: XuXiangYi
School: Shandong University
Course: Business management
Keywords: Experiential Marketing Experiential marketing strategy Experience Management To experience marketing Scope and stage
CLC: F274
Type: Master's thesis
Year: 2005
Downloads: 1001
Quote: 4
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Abstract


Mankind enters the 21st century , consumers not only focus on goods and services , and more eager to get the experience to meet . Experiential marketing seeks to meet the needs of the consumer experience came into being . Enterprises should be based on profound grasp of the consumer experience required , experience marketing strategy , and through a variety of ways to provide consumers with the experience . Only by this new marketing concept of experiential marketing into practice , enterprises can gain a competitive advantage in the fierce market competition . The writing of this article follow this logic to its explanation of the reasons : First , by Marketing Overview of corporate experience , including experience marketing , experience marketing concept interpretation and comparative analysis with traditional marketing , focusing on analysis of the advantages of experience marketing . Secondly, a brief overview of the theoretical foundation of the domestic and foreign enterprises experience marketing , and a more detailed analysis of domestic and international experience marketing from Research and Practice status quo . The two chapters are mainly laid a solid theoretical foundation for the writing of this article , in this article the next few chapters , I mainly focused on starting from practice , Chapter Starbucks successful practice experiential marketing summed up the enterprise implementation experience marketing enlightenment , which focused experiential marketing must be based on customer value . The article next on Enterprises experiential marketing strategy , and pointed out that in order to implement experiential marketing requiring multi - angle latitude analysis and policy analysis model . In the fifth chapter , the article gives the guarantee system of enterprise implementation experience marketing , emphasized experience marketing management experience in an important role in the implementation steps , and at last given experience management closed loop model for the enterprise experience marketing implementation to provide a guarantee . Of course , the development of the theory of experiential marketing is not mature , so the article in order to ensure the applicability given last experiential marketing Scope : experience marketing industry is more suitable and Experiential Marketing is more suitable stage .

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
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