I体验经济背景下的娱乐产品营销模式研究Researchonthemarketingmodeofentertainmentproductsunderthebackgroundofexperienceeconomy摘要伴随着体验经济时代的到来,消费者的消费目的不再单纯地为得到某种商品或服务而更强调通过消费得到充满感性的享受和愉悦。与此同时,企业面临着商品、服务同质化严重、市场过度竞争的环境。为适应消费模式的改变以及竞争环境的要求,企业的营销模式与策略必须做出相应调整。娱乐营销的模式应运而生,因其顺应了时代的要求,符合新背景下消费者的消费特征,企业实施娱乐营销能够更好地达到其营销目标。鉴于此,对娱乐营销的模式及策略的研究便有一定的现实意义。关键词：体验经济;娱乐产品;营销模式IIResearchonthemarketingmodeofentertainmentproductsunderthebackgroundofexperienceeconomyAbstractWiththeadventoftheeraofexperienceeconomy,thepurposeofconsumers'consumptionisnolongersimplytogetacertaincommodityorservice,buttogetemotionalenjoymentandpleasurethroughconsumption.Atthesametime,enterprisesarefacingtheenvironmentofserioushomogenizationofgoodsandservicesandexcessivemarketcompetition.Inordertoadapttothechangeofconsumptionpatternandtherequirementofcompetitiveenvironment,themarketingpatternandstrategyofenterprisesmustbeadjustedaccordingly.Themodeofentertainmentmarketingarisesatthehistoricmoment.Becauseitconformstotherequirementsofthetimesandtheconsumptioncharacteristicsofconsumersinthenewcontext,enterprisescanbetterachievetheirmarketingobjectivesbyimplementingentertainmentmarketing.Inviewofthis,theresearchonthemodeandstrategyofentertainmentmarketinghascertainpracticalsignificance.Keywords:Experienceeconomy;entertainmentproducts;marketingmodeIII目录摘要..................................................................................................................................................IIAbstract..........................................................................................................................................III1绪论..............................................................................................................................................11.1研究背景....................................................................................................................11.2研究目的和意义........................................................................................................11.2.1研究目的................................................................................................................11.2.2研究意义................................................................................................................11.3国内外研究现状........................................................................................................21.3.1国内研究现状........................................................................................................21.3.2国外研究现状........................................................................................................31.3.3文献综述................................................................................................................32相关概念基础..............................................................................................................................32.1体验经济条件下的娱乐营销............................................................................................32.2娱乐产品营销的特征.............................................................
