基于體驗營銷的品牌模式研究
發(fā)布時間：2018-11-16 09:36
【摘要】： 21世紀由于一種嶄新的經濟模式——體驗經濟的誕生,消費者的消費行為發(fā)生了很大的變化,越來越多的消費者渴望得到體驗。傳統(tǒng)的營銷模式已經不能滿足人們的這種新需求,取而代之的是新的營銷方式——體驗營銷,傳統(tǒng)的品牌塑造模式也已經不能滿足企業(yè)的發(fā)展需要,運用體驗營銷塑造品牌成為了企業(yè)新的選擇。 本文采用調查研究與理論分析相結合的方法,在收集大量國內外有關體驗營銷實證資料的前提下,通過對資料的分析和前人理論的歸納總結提出了自己的觀點。本文首先以體驗經濟作為背景,分析了體驗營銷的內涵:體驗營銷的定義、特征、戰(zhàn)略模塊和適用范圍,以及利用體驗營銷塑造品牌的必要性;其次,對體驗營銷下品牌的內涵以及其傳遞的顧客價值進行深入地研究,指出了體驗型品牌所傳遞的顧客價值為體驗價值:主動的外在價值——消費者投資報酬、被動的外在價值——服務優(yōu)越性、被動的內在價值——美感、主動的內在價值——趣味性,并在此基礎上提出了基于微觀經濟學和顧客滿意理論的體驗型品牌的價值傳遞模型;再次,本文按照戰(zhàn)略規(guī)劃的流程建立了基于體驗營銷塑造品牌的模式:分析體驗型品牌的差異化戰(zhàn)略定位、運用4P策略和戰(zhàn)略體驗模塊策略構建品牌、通過評估與控制體驗營銷過程以及不斷創(chuàng)新來強化管理品牌;文章最后選擇了“星巴克”作為研究案例,通過分析它的品牌戰(zhàn)略驗證基于體驗營銷品牌塑造模式的可行性。
[Abstract]:In the 21st century, because of the birth of a new economic model, experience economy, consumer's consumption behavior has changed greatly, and more consumers are eager to get experience. The traditional marketing model can no longer meet the new needs of people, but it is replaced by a new marketing method-experiential marketing, and the traditional branding model can no longer meet the needs of the development of enterprises. The use of experience marketing to shape the brand has become a new choice for enterprises. This paper adopts the method of combining investigation and theoretical analysis, under the premise of collecting a large amount of empirical data about experience marketing at home and abroad, through the analysis of the data and the summary of previous theories, puts forward its own viewpoint. Firstly, this paper takes experience economy as the background, analyzes the connotation of experience marketing: the definition, characteristics, strategic modules and applicable scope of experience marketing, and the necessity of using experience marketing to shape brand; Secondly, the connotation of the brand under experience marketing and the customer value transmitted by the brand are deeply studied, and it is pointed out that the customer value transmitted by the experiential brand is the experiential value: the active external value-the consumer investment reward. Passive external value-service superiority, passive intrinsic value-aesthetic sense, active intrinsic value-interesting, and on this basis, put forward the experiential brand value transfer model based on microeconomics and customer satisfaction theory; Thirdly, according to the process of strategic planning, this paper establishes the model of building brand based on experience marketing: analyze the differentiation strategic positioning of experiential brand, use 4P strategy and strategic experience module strategy to build brand. Strengthen the management brand by evaluating and controlling the experience marketing process and innovating constantly; In the end, Starbucks is selected as a case study, and its brand strategy is analyzed to verify the feasibility of brand shaping model based on experience marketing.
【學位授予單位】：天津科技大學
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：F274
本文編號：2335156
[Abstract]:In the 21st century, because of the birth of a new economic model, experience economy, consumer's consumption behavior has changed greatly, and more consumers are eager to get experience. The traditional marketing model can no longer meet the new needs of people, but it is replaced by a new marketing method-experiential marketing, and the traditional branding model can no longer meet the needs of the development of enterprises. The use of experience marketing to shape the brand has become a new choice for enterprises. This paper adopts the method of combining investigation and theoretical analysis, under the premise of collecting a large amount of empirical data about experience marketing at home and abroad, through the analysis of the data and the summary of previous theories, puts forward its own viewpoint. Firstly, this paper takes experience economy as the background, analyzes the connotation of experience marketing: the definition, characteristics, strategic modules and applicable scope of experience marketing, and the necessity of using experience marketing to shape brand; Secondly, the connotation of the brand under experience marketing and the customer value transmitted by the brand are deeply studied, and it is pointed out that the customer value transmitted by the experiential brand is the experiential value: the active external value-the consumer investment reward. Passive external value-service superiority, passive intrinsic value-aesthetic sense, active intrinsic value-interesting, and on this basis, put forward the experiential brand value transfer model based on microeconomics and customer satisfaction theory; Thirdly, according to the process of strategic planning, this paper establishes the model of building brand based on experience marketing: analyze the differentiation strategic positioning of experiential brand, use 4P strategy and strategic experience module strategy to build brand. Strengthen the management brand by evaluating and controlling the experience marketing process and innovating constantly; In the end, Starbucks is selected as a case study, and its brand strategy is analyzed to verify the feasibility of brand shaping model based on experience marketing.
【學位授予單位】：天津科技大學
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：F274
【引證文獻】
相關期刊論文 前1條
1 陸曉華;;論品牌體驗[J];赤峰學院學報(自然科學版);2011年08期
相關碩士學位論文 前2條
1 張睿;我國區(qū)域品牌傳播模式現狀研究[D];蘭州大學;2012年
2 劉曉娜;基于營銷道德的企業(yè)公共關系模式研究[D];西南石油大學;2012年
，本文編號：2335156
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