奥林巴斯数码相机体验营销策略研究
发布时间：2019-06-22 12:50
【摘要】：在新的经济背景下，，随着企业竞争的日益加剧和消费者偏好的改变，新的营销模式——体验营销应运而生。而这种模式在我国还处于摸索阶段，企业除了照办国外的理论知识和借鉴先进的实践经验外，似乎找不到更行之有效的办法，来从本企业自身的实际角度出发进行运用和创新。本文意图通过介绍奥林巴斯数码相机企业在运用体验营销理论方面的好的做法和存在的问题，从不同的角度介绍体验营销在企业中的运用经历，给读者提供实际营销操作方面的新方法。 本篇论文详细的阐述了体验营销的产生背景，从社会经济环境的变化和消费者多种多样的需求水平的提高来进一步的分析了体验营销模式能够产生的可行性和必要性，根据作者所处行业分析了我国数码相机的销售现状和发展的趋势，介绍了国内外知名企业实施体验营销的范例。随后根据奥林巴斯企业目前在销售方面存在的问题，分析了企业运用体验营销的必要性，并实施和设想了体验营销的设计方案，为企业的发展拓宽了思路。
[Abstract]:Under the new economic background, with the increasing competition of enterprises and the change of consumer preference, the new marketing mode, experiential marketing, emerges as the times require. However, this model is still in the exploratory stage in our country. In addition to following the theoretical knowledge of foreign countries and drawing lessons from advanced practical experience, enterprises do not seem to find a more effective way to apply and innovate from the practical point of view of their own enterprises. The purpose of this paper is to introduce the good practices and existing problems of Olympus digital camera enterprises in the application of experience marketing theory, and to introduce the application experience of experience marketing in enterprises from different angles, so as to provide readers with new methods of actual marketing operation. This paper expounds the background of experiential marketing in detail, further analyzes the feasibility and necessity of experiential marketing mode from the change of social and economic environment and the improvement of consumers' demand level, analyzes the sales status and development trend of digital camera in China according to the industry in which the author belongs, and introduces the examples of implementing experiential marketing in famous enterprises at home and abroad. Then, according to the existing problems of Olympus enterprises in sales, this paper analyzes the necessity of using experiential marketing, and implements and imagines the design scheme of experiential marketing, which broadens the train of thought for the development of enterprises.
【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.6
本文编号：2504596
[Abstract]:Under the new economic background, with the increasing competition of enterprises and the change of consumer preference, the new marketing mode, experiential marketing, emerges as the times require. However, this model is still in the exploratory stage in our country. In addition to following the theoretical knowledge of foreign countries and drawing lessons from advanced practical experience, enterprises do not seem to find a more effective way to apply and innovate from the practical point of view of their own enterprises. The purpose of this paper is to introduce the good practices and existing problems of Olympus digital camera enterprises in the application of experience marketing theory, and to introduce the application experience of experience marketing in enterprises from different angles, so as to provide readers with new methods of actual marketing operation. This paper expounds the background of experiential marketing in detail, further analyzes the feasibility and necessity of experiential marketing mode from the change of social and economic environment and the improvement of consumers' demand level, analyzes the sales status and development trend of digital camera in China according to the industry in which the author belongs, and introduces the examples of implementing experiential marketing in famous enterprises at home and abroad. Then, according to the existing problems of Olympus enterprises in sales, this paper analyzes the necessity of using experiential marketing, and implements and imagines the design scheme of experiential marketing, which broadens the train of thought for the development of enterprises.
【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.6
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