基于体验营销的品牌模式研究
发布时间：2018-11-16 09:36
【摘要】： 21世纪由于一种崭新的经济模式——体验经济的诞生,消费者的消费行为发生了很大的变化,越来越多的消费者渴望得到体验。传统的营销模式已经不能满足人们的这种新需求,取而代之的是新的营销方式——体验营销,传统的品牌塑造模式也已经不能满足企业的发展需要,运用体验营销塑造品牌成为了企业新的选择。 本文采用调查研究与理论分析相结合的方法,在收集大量国内外有关体验营销实证资料的前提下,通过对资料的分析和前人理论的归纳总结提出了自己的观点。本文首先以体验经济作为背景,分析了体验营销的内涵:体验营销的定义、特征、战略模块和适用范围,以及利用体验营销塑造品牌的必要性;其次,对体验营销下品牌的内涵以及其传递的顾客价值进行深入地研究,指出了体验型品牌所传递的顾客价值为体验价值:主动的外在价值——消费者投资报酬、被动的外在价值——服务优越性、被动的内在价值——美感、主动的内在价值——趣味性,并在此基础上提出了基于微观经济学和顾客满意理论的体验型品牌的价值传递模型;再次,本文按照战略规划的流程建立了基于体验营销塑造品牌的模式:分析体验型品牌的差异化战略定位、运用4P策略和战略体验模块策略构建品牌、通过评估与控制体验营销过程以及不断创新来强化管理品牌;文章最后选择了“星巴克”作为研究案例,通过分析它的品牌战略验证基于体验营销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.
【学位授予单位】：天津科技大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F274
本文编号：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.
【学位授予单位】：天津科技大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F274
【引证文献】
相关期刊论文 前1条
1 陆晓华;;论品牌体验[J];赤峰学院学报(自然科学版);2011年08期
相关硕士学位论文 前2条
1 张睿;我国区域品牌传播模式现状研究[D];兰州大学;2012年
2 刘晓娜;基于营销道德的企业公共关系模式研究[D];西南石油大学;2012年
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