目录第一章体验营销的定义..........................................................................................................4一、体验经济的来临..........................................................................................................4二、体验营销应运而生......................................................................................................4三、体验营销的定义..........................................................................................................4四、体验与服务的区别......................................................................................................5五、总结..............................................................................................................................6第二章体验营销的价值..........................................................................................................7一、对企业而言..................................................................................................................7二、对消费者而言..............................................................................................................8第三章体验营销的特点..........................................................................................................9一、参与性..........................................................................................................................9二、互动性..........................................................................................................................9三、人性化及个性化........................................................................................................10四、情感性........................................................................................................................11五、无形性........................................................................................................................11六、延续性........................................................................................................................11第四章体验营销的关键........................................................................................................12一、以顾客需求为导向....................................................................................................12二、以顾客沟通为手段....................................................................................................12三、以顾客满足为目标....................................................................................................12第五章体验营销的原则........................................................................................................14一、以体验市场分析为前提.............................................................................................14二、体验主题选择要慎重.................................................................................................14三、需要建立体验品牌.................................................................................................一五四、体验产品设计要用心.............................................................................................一五第六章体验营销的类别........................................................................................................19一、体验营销的起源与发展...........................
