| | | | | 体验经济时代的消费需求及营销战略 | | | 刘凤军,雷丙寅,王艳霞 | | | 本文通过对近十几年社会经济发展变化的描述 ,指出体验经济到来是必然的。在解析消费需求变化趋势的基础上 ,提出企业在体验经济时代所应该采取的营销战略。笔者试图通过对营销理念、营销重点以及营销手段等方面的创新 ,改变企业在新经济时代所面临的营销困境。并且 ,引用大量企业营销的成功案例予以证明。
【作者单位】：中国人民大学商学院 北京市100872
(刘凤军;雷丙寅);中国人民大学商学院 北京市100872(王艳霞)
【关键词】：体验经济;消费需求;营销战略
【分类号】：F713
【DOI】：cnki:ISSN:1006-480X.0.2002-08-010
【正文快照】：
未来学家托夫勒 2 0世纪 70年代在《未来的冲击》中写到 :几千年人类经济发展的总历史将表现为三个阶段 :即产品经济时代 (包括前产品经济时代和后产品经济时代 )、服务经济时代和体验经济时代。美国战略地平线ＬＬＰ顾问公司的创始人帕恩二世和吉尔摩认为 ,经济价值演变过程可分为四个阶段 :商品、货品、服务和体验。他们在《哈佛商业评论》中写到 :“随着服务像它以前的货品一样越来越商品化 ,比如只有价格的长途电话服务 ,体验逐渐成为所谓的经济价值的下一步……欢迎来到体验式经济时代”。一、体验经济的到来是社会经济发展的必然趋势… | | |  推荐 CAJ下载  PDF下载 | | | CAJViewer7.0阅读器支持所有CNKI文件格式，AdobeReader仅支持PDF格式 | | | | Consumption Demand & Marketing Strategy in the Times of Experience Economy | | | LIU Feng-jun LEI Bing-yin WANG Yan-xia (Renmin University of China;Beijing 100872;China) | | | This paper, through the description of decades-long social and economic development changes, points out that the coming of experience economy is inevitable. Based on the analysis of consumption demand changes, enterprise-marketing strategy in the experience economy is presented. The authors try to solve the problems faced by enterprises in new economic era through initiatives in marketing concept, marketing emphasis and marketing methods. Moreover, large amount of successful marketing cases are referenced to make the conclusion reliable.
【Keyword】：experience economy;consumption demand;marketing strategy |
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