体验营销的主要策略研究体验营销的主要策略研究摘要经济快速发展的21世纪，随着消费形态的逐步改变，已从过去的农业经济、工业经济、服务经济转变至“体验式经济”时代，体验营销也随之到来。作为适应时代发展的一种营销方式——体验营销，其有着自己的特点与优势，它为某些企业、行业的发展带来了良好的效益如在星巴克的应用、在房地产中的应用等。然而体验营销作为一种新型的营销模式还处于摸索发展阶段，其理论体系还不成熟，因而相当一部分人对它的理解存在着一定的误区。由于经济发展的不平衡，人们的固有观念以及中国的文化传统等，使得体验营销在我国的推广运用中存在着一些问题与误区，尤其是具体到酒店行业中，相关的研究对策更是少之又少。关键词体验营销∕酒店管理∕品牌塑造I体验营销的主要策略研究STUDYONTHEMARKETINGSTRATEGIESOFEXPERIENCEABSTRACTTherapiddevelopmentoftheeconomyintwenty-firstCentury,withthegradualchangesinconsumptionpatterns,hasfromagricultureeconomy,industryeconomy,serviceeconomytothe"experienceeconomy"era,experiencemarketingiscoming.Adaptationasamarketingera--theexperiencemarketing,ithasitscharacteristicsandadvantages,itforsomeenterprises,thedevelopmentoftheindustrytobringgoodbenefitssuchasinStarbucksapplication,applicationinrealestate.However,theexperiencemarketingasanewmarketingmodelisstillintheexploratorystageofdevelopment,itstheoreticalsystemisnotmature,soquiteafewpeopleunderstandit'samisunderstanding.Duetotheimbalanceofeconomicdevelopment,people'sconceptofChinesenaturalandculturaltradition,theexperiencemarketinghassomeproblemsandmistakesintheapplicationofourcountry,especiallythespecifictothehotelindustry,relatedcountermeasuresarelessandless.KEYWORDSTheexperiencemarketing，HotelManagement，BrandbuildingII体验营销的主要策略研究目录中文摘要..............................................................................................................................I英文摘要............................................................................................................................II引言....................................................................................................................................11体验营销概述...............................................................................................................21.1体验营销概念.....................................................................................................21.2体验营销与发展................................................................................................31.3体验营销的特征................................................................................................31.3.1满足顾客的体验需求....................................................................................41.3.2为顾客设计体验场景....................................................................................41.3.3体验营销理性又感性....................................................................................41.3.4注重企业与顾客的沟通................................................................................42体验营销在酒店运营中的现状与问题................................................................52.1体验营销在我国酒店业的应用现状...........................................................52.2体验营销在我国酒店业存在的问题...........................................................52.2.1仍停留在概念炒作的阶段............................................................................52.2...
