体验经济下的文化创意产品营销策略——以“国学机”的体验营销为例

发布时间：2018-04-02 21:31

本文选题：体验营销　切入点：文化创意产品　出处：《企业经济》2017年11期

【摘要】：体验经济为企业营销带来新的营销模式。同时,广受关注的文化创意产品是以内容为内核,发挥创意力去设计制作的产品,本质特征在于满足消费者的精神消费体验需要。传统的营销模式已不能满足文化创意产品的营销需要,而文化创意产品的本质特征,与体验营销存在内在的一致性。本文以国学机的体验营销为例,从体验营销的5Es理论出发,提出文化创意产品的体验营销策略。研究表明:文化创意产品的体验营销需要观念创新,区分体验对象与文化主题的体验策略;多维度、多样化、多媒体融合的情境与事件营销策略;全方位整体浸入、口碑传播管理的浸入与印象管理策略;并且,各元素之间互相影响,相互作用,形成一个完整的体验营销策略系统。
[Abstract]:Experience economy brings a new marketing model for enterprise marketing.At the same time, the cultural and creative products, which receive wide attention, take the content as the core and give full play to the creative power to design and manufacture the products. The essential feature is to meet the needs of consumers' spiritual consumption experience.The traditional marketing model can not meet the marketing needs of cultural and creative products, and the essential characteristics of cultural and creative products are consistent with the experience marketing.This paper takes the experience marketing of Chinese learning machine as an example and puts forward the experience marketing strategy of cultural and creative products from the 5Es theory of experience marketing.The research shows that the experience marketing of cultural and creative products needs the innovation of concept, the experience strategy that distinguishes the experience object from the cultural theme, the multi-dimension, the diversification, the multi-media fusion situation and the event marketing strategy, the omni-directional whole immersion,The influence and interaction of each element form a complete experience marketing strategy system.
【作者单位】：江西科技师范大学文学院;
【基金】：江西省艺术规划项目“传播娱乐化与文化创意产业发展”(项目编号:YG2011077) 江西省高校人文项目“数字时代的文化传播娱乐化研究”(项目编号:XW1417)
【分类号】：F274;G124

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