佳能（中国）有限公司体验式营销策略研究

发布时间：2018-03-20 14:49

本文选题：体验经济　切入点：体验式营销　出处：《山东大学》2013年硕士论文　论文类型：学位论文

【摘要】：人类社会逐渐由农业经济、工业经济和服务经济进入到体验经济时代。在整个经济形态转变的过程中,消费者的需求发生了很大的变化：消费层次逐渐从实用层次转向体验层次,而产品和服务的同质化趋势也逐渐抹杀了给人们带来的个性化、独特性的感受和体验。在这样的形式下,企业必须不断寻求新的独特卖点,重新审视客户的需求。如何为客户提供超越竞争对手的高价值,使企业成长在本源上具有持久的竞争优势,将成为理论界和企业界关注的核心问题,而体验式营销无疑将成为这一过程中企业所倚恃的有力工具。有鉴于此,本文选择“佳能(中国)有限公司体验式营销策略”为题进行研究。首先,提出了佳能(中国)有限公司(以下简称为“佳能公司”)实施体验式营销的时代经济背景。详细阐述体验经济到来与体验式营销出现,分析体验、体验经济、体验式营销的涵义,归纳了体验式营销的基本特征,并总结体验式营销与传统营销的区别。其次,对佳能集团及佳能公司的发展、营销环境及营销现状进行了详细的说明与分析。基于体验经济时代背景和佳能公司的现状,结合大量案例事实,对佳能公司开展体验式营销应用的目标市场定位策略、体验式营销流程设计策略和体验式营销的客户策略进行分析与探讨。最后,分析佳能公司在体验式营销开展的组织、实施的主要路径,说明了体验效果的评估与追踪的具体措施,建立了以客户体验管理为核心的CEM系统框架结构。本文对佳能公司开展体验式营销的研究,不仅丰富了市场营销理论,并且指导电子消费品企业的实际营销,对企业建立体验式营销的团队、提升企业价值、建立企业竞争优势都有非常重要的指导意义。
[Abstract]:Human society has gradually entered the era of experience economy from agricultural economy, industrial economy and service economy. Great changes have taken place in consumer demand: the level of consumption has gradually shifted from the practical level to the level of experience, and the homogenization of products and services has gradually eliminated the personalization that has been brought to people. Unique feeling and experience. In such a form, enterprises must constantly seek new and unique selling points, re-examine the needs of customers. How to provide customers with higher value than their competitors, It will become the core problem that the theory and business circles pay attention to, and experiential marketing will undoubtedly become the powerful tool on which enterprises rely in the process of making enterprises grow up in the source with lasting competitive advantage. In view of this, this paper chooses "Canon (China) Co., Ltd. Experience marketing strategy" as the topic. This paper puts forward the economic background of Canon (China) Co., Ltd (hereinafter referred to as "Canon Company") to implement experiential marketing. The meaning of experiential marketing, summed up the basic characteristics of experiential marketing, and summed up the difference between experiential marketing and traditional marketing. Secondly, the development of Canon Group and Canon Company. Based on the background of the era of experience economy and the current situation of Canon Company, combined with a large number of case facts, the marketing environment and marketing status quo of Canon Company are described and analyzed in detail. The design strategy of experiential marketing process and the customer strategy of experiential marketing are analyzed and discussed. Finally, the organization and implementation path of Canon Company in experiential marketing are analyzed. The concrete measures to evaluate and track the effect of experience are explained, and the framework of CEM system with customer experience management as the core is established. This paper not only enriches the marketing theory, but also guides the actual marketing of the electronic consumer goods enterprises, establishes the experiential marketing team for the enterprises, and promotes the enterprise value. It is very important to establish the competitive advantage of enterprises.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.6

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