体验经济下KL矿泉水公司营销策略研究

发布时间：2019-04-11 15:41

【摘要】：随着消费者对饮用水品质与健康的关注,高端水的市场需求日益增加。然而,目前国内绝大多数的高端水品牌的定位与营销策略不匹配,高价位产品的推广还停留在物质层面。本文希望通过研究将高端水的核心价值与大众矿泉水区分开,充分满足消费者的精神诉求,探索出在体验经济背景下高端水企业的营销策略。由于目前用户体验的设计基本上以个体体验为研究重点,协同体验的设计理念仍处于发展阶段,涉及高端水行业的研究应用较少。本文通过对体验式营销相关理论和营销案例进行分析,探索出将个体体验与协同体验相结合进行体验设计的研究方法,该方法突破了个体体验的局限性,增加了对社会互动环节的设计,从而将社会互动性补充到体验营销6E组合策略中。此外,感官体验设计在很多领域均有应用,但国内高端水产品在外观设计上仍然多是模仿国外品牌,产品呈现的形式无法满足消费者的审美需求。因此,本文通过对产品理论和相关案例的分析,探索出在实际应用中高端水品牌如何将感官体验原理与产品、广告的设计相结合的研究思路,将消费者的感知和愉悦感充分放大。基于以上设计原理的创新应用,本文将KL产品打造成为一个载体,为其注入丰富的附加价值。通过利用互联网平台、数字技术、社交媒体等,整合各行业资源,对线上情景与线下场景的营销活动环节进行体验设计,增加品牌与消费者的互动和情感交流。
[Abstract]:As consumers pay more attention to the quality and health of drinking water, the market demand for high-end water is increasing day by day. However, at present, most of the high-end water brands in China do not match the positioning and marketing strategies, and the promotion of high-priced products remains at the material level. This paper hopes to separate the core value of high-end water from the popular mineral spring area, fully meet the spiritual demands of consumers, and explore the marketing strategies of high-end water enterprises under the background of experience economy. At present, the design of user experience is mainly focused on individual experience, the design concept of collaborative experience is still in the development stage, and the research and application of high-end water industry is less. Through analyzing the related theories and marketing cases of experiential marketing, this paper explores the research method of combining individual experience and collaborative experience to experience design. This method breaks through the limitation of individual experience. The design of the social interaction link is added, and the social interaction is added to the experience marketing 6e combination strategy. In addition, sensory experience design has been applied in many fields, but the appearance design of domestic high-end aquatic products is still imitated by foreign brands, and the form of product presentation can not meet the aesthetic needs of consumers. Therefore, through the analysis of the product theory and related cases, this paper explores how to combine the sensory experience principle with the design of products and advertising in the practical application of high-end water brands, and explore the research ideas of how to combine the sensory experience principle with the design of products and advertisements. Fully magnify the consumer's perception and pleasure. Based on the innovative application of the above-mentioned design principles, this paper builds KL products into a carrier and injects rich added value into them. Through the use of Internet platform, digital technology, social media and so on, the integration of various industry resources, the online and offline scenes of marketing activities to experience design, increase brand and consumer interaction and emotional communication.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F426.82

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