| 体验营销是更能满足顾客需求的新型营销组合——非大众消费类企业实施体验营销的成功经验与对策建议 |
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| 引用本文： | 武玲,王胜光. 体验营销是更能满足顾客需求的新型营销组合——非大众消费类企业实施体验营销的成功经验与对策建议[J]. 北京化工大学学报(社会科学版), 2005, 0(2): 65-68 |
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| 作者姓名： | 武玲 王胜光 |
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| 作者单位： | 中国科学院研究生院,北京,100039 |
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| 摘 要： | 体验营销已经在很多大众消费品企业中得到应用,并获得了很好的效果,但是在非大众消费类企业的应用还十分有限,理论研究也不多。本文分析了体验营销在非大众类企业缺乏应用的原因和障碍,并结合IMN公司应用体验营销的成功实践,探讨和提出了非大众消费类企业应用体验营销的策略与建议。
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| 关 键 词： | 非大众消费类企业 体验营销 双层模块平台 |
| 文章编号： | (2005)02-0065-4 |
| 修稿时间： | 2005-03-30 |
Experience Marketing--A New Marketing Composition which can Satisfy Customers more |
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| Wu Ling,Wang shengguang. Experience Marketing--A New Marketing Composition which can Satisfy Customers more[J]. Journal of Beijing University of Chemical Technology(Social Science Edition), 2005, 0(2): 65-68 |
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| Authors: | Wu Ling Wang shengguang |
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| Abstract: | Experience marketing has been widely applied in the enterprises which manufacture consumer goods and proven that it is efficient. Nevertheless, there are few applications and theory researches on it in non-consumer goods enterprises. This paper mainly probes into the reasons why experience marketing is seldom used in non-consumer goods enterprises, and puts forwards the strategies and suggestions to it by taking the successful case of IMN as an example. |
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| Keywords: | non-consumer goods enterprise experience marketing double-deck mold platform |
| 本文献已被 CNKI 维普 万方数据 等数据库收录！ |
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