MG汽车公司体验营销策略研究
发布时间：2019-05-12 01:01
【摘要】：随着国民经济的快速发展,汽车产业市场在不断地扩大,为汽车营销服务企业的发展带来了新的空间,市场的竞争也进一步地激烈,趋于白热化,传统营销理论指导下的营销实践活动越来越难以实现企业的经营目标。居民的收入不断提高,对外交流和往来频繁,人们的消费能力和消费观念也有了更大的提高和改变,消费者不再满足于被动地接受企业的诱导和操纵,消费者在购买产品的同时,更加注重的是享受和体验这一过程。为了突破传统营销的藩篱,更好地抢占市场,赢得顾客的忠诚,企业迫切需要新的营销理论的指导。通过对体验营销策略的研究,开阔企业的视野,为企业提供一种新的营销理论,也为企业在已经到来的经济阶段——体验经济阶段的营销提供一种思考方式,使企业走出传统营销的陷阱,获得更好的市场业绩。 本文以MG汽车公司为例,通过运用体验营销模式的理念和研究工具,理论联系实际,比较深入地探讨了汽车营销行业的发展现状与趋势,分析了汽车企业实施体验营销的必要性,研究了体验营销实践步骤,提出了具体的适用汽车企业的营销策略。本文的结论是：完全以客户为导向的体验营销,能满足顾客的不同要求,实现客户层面参与企业营销、管理运营层面的科学互动管理,使买卖双方达到共赢。
[Abstract]:With the rapid development of the national economy, the automobile industry market is constantly expanding, which has brought new space for the development of automobile marketing service enterprises, and the competition in the market is also further fierce and tends to heat up. Under the guidance of traditional marketing theory, marketing practice is becoming more and more difficult to achieve the business objectives of enterprises. With the continuous improvement of residents' income, frequent exchanges and exchanges with foreign countries, people's consumption ability and consumption concept have also been greatly improved and changed, and consumers are no longer satisfied with passively accepting the induction and manipulation of enterprises. Consumers in the purchase of products at the same time, more attention is to enjoy and experience this process. In order to break through the barriers of traditional marketing, seize the market better, win the loyalty of customers, enterprises urgently need the guidance of new marketing theory. Through the study of experiential marketing strategy, this paper broadens the horizons of enterprises, provides a new marketing theory for enterprises, and also provides a way of thinking for the marketing of enterprises in the coming economic stage-the stage of experiential economy. Make the enterprise get out of the trap of traditional marketing and get better market performance. Taking MG Automotive Company as an example, by using the concept and research tools of experiential marketing mode, this paper discusses the current situation and trend of automobile marketing industry by integrating theory with practice. This paper analyzes on the necessity of implementing experiential marketing in automobile enterprises, studies the practical steps of experiential marketing, and puts forward some concrete marketing strategies suitable for automobile enterprises. The conclusion of this paper is that customer-oriented experiential marketing can meet the different requirements of customers, realize the participation of customers in enterprise marketing, manage the scientific interactive management at the operational level, and make buyers and sellers win-win.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F416.471
本文编号：2474988
[Abstract]:With the rapid development of the national economy, the automobile industry market is constantly expanding, which has brought new space for the development of automobile marketing service enterprises, and the competition in the market is also further fierce and tends to heat up. Under the guidance of traditional marketing theory, marketing practice is becoming more and more difficult to achieve the business objectives of enterprises. With the continuous improvement of residents' income, frequent exchanges and exchanges with foreign countries, people's consumption ability and consumption concept have also been greatly improved and changed, and consumers are no longer satisfied with passively accepting the induction and manipulation of enterprises. Consumers in the purchase of products at the same time, more attention is to enjoy and experience this process. In order to break through the barriers of traditional marketing, seize the market better, win the loyalty of customers, enterprises urgently need the guidance of new marketing theory. Through the study of experiential marketing strategy, this paper broadens the horizons of enterprises, provides a new marketing theory for enterprises, and also provides a way of thinking for the marketing of enterprises in the coming economic stage-the stage of experiential economy. Make the enterprise get out of the trap of traditional marketing and get better market performance. Taking MG Automotive Company as an example, by using the concept and research tools of experiential marketing mode, this paper discusses the current situation and trend of automobile marketing industry by integrating theory with practice. This paper analyzes on the necessity of implementing experiential marketing in automobile enterprises, studies the practical steps of experiential marketing, and puts forward some concrete marketing strategies suitable for automobile enterprises. The conclusion of this paper is that customer-oriented experiential marketing can meet the different requirements of customers, realize the participation of customers in enterprise marketing, manage the scientific interactive management at the operational level, and make buyers and sellers win-win.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F416.471
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