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论文编号：	5554
作者编号：	2120106057
上传时间：	2013/6/13 10:39:54
中文题目：	基于营销组合理论的企业体验营销策略研究
英文题目：	A Study on the Corporate Experience Marketing Strategy: Based on Marketing Mix Theory
指导老师：	申光龍
中文关键字：	体验营销；营销组合；营销策略；利益相关者
英文关键字：	Experience Marketing; Marketing Mix; Marketing Strategy; Stakeholders
中文摘要：	随着人们生活水平和生活质量的提高，现代社会人们消费需求观念不再停留于仅仅获得更多的物质产品以及获得产品本身，相反，消费者购买商品越来越多是出于对商品象征意义和象征功能的考虑，即人们更加注重通过消费获得个性的满足。面对着越来越复杂的市场环境，能够赢得消费者的青睐成为企业是否得以成功的关键所在。消费者消费经验的积累最终造就品牌，而品牌存在的意义就是为消费者服务。同质化的产品使得消费者不能感知品牌的独特之处。想要在消费者心中留下正面的品牌形象，并且在顾客及潜在顾客心中形成稳固的意识，从而成功的塑造品牌，就必须着力于一方面通过消费体验、顾客接触等加强消费者的正面情感，一方面竭力避免负面印象的产生。 在当今社会的企业竞争中，企业通过体验营销进行品牌传播时往往陷入低效率的资源浪费的窘境，事实上，企业品牌传播低水平的管理往往造成了企业低效的品牌传播。混乱、无序的企业传播行为，缺乏统一的、计划的、整合的传播管理，使得传播行为效率低下，难以形成合力。营销组合理论下的体验营销传播可以借助顾客体验这一平台，结合传统一般营销模式，在营销组合理论的基础上，实现顾客体验的体感和营销效果的提升，是综合运用各种营销手段整体提升营销效益的模式。它的核心在于营销模式的整合，即通过公共关系、广告推广、人员促销等等方式的有机整合，实现营销效果的高效化，降低营销成本。整合传播模式、降低企业传播费用、整合企业内外部营销资源，最终提高企业营销效益。不但提高了顾客的消费体验，增加品牌价值，更有效的结合营销组合理论全面的提高了企业传播效果。 本研究通过对相关文献的总结回顾和对体验营销的现状进行分析的基础上，着重进行了体验营销的营销组合分析，包括4Ps 分析、4Cs 分析、5Rs 分析。本研究创新性的建立了基于营销组合理论策略的体验营销策略，包括对利益相关者数据库的建立和完善的客户关系管理流程。基于营销组合理论策略的体验营销策略对企业利用体验营销，快速提升品牌价值具有重要的意义。最后，本研究对汽车企业和家电企业的体验营销策略进行了研究和总结，为相关行业的体验营销实践提供了了很好的借鉴。
英文摘要：	With the improvement of people's living standards and quality of life, consumer demands of modern society no longer stay in just to get more material goods and access to the product itself; to the contrary, consumers are to purchase goods more and more out of the symbolic meaning of goods and consideration of the symbolic function, that is, people pay more attention to personalized meeting demands through consumption. Faced with the enterprises’ increasingly complex external environment, the ability of the business in a competitive market place is mainly to see if it can win consumers. The consumer is the last owner of the brand; the brand is the sum of the consumer experience. The homogenization of the product led to a lack of unique. Through brand building experience to boost consumer confidence in the brand, and satisfy certainly positive emotions, to reduce consumer brands disgust, doubt, and reject the negative perception, thus forming a positive consumer experience, and leaving a brand imprint hearts deeply, to avoid spread of the concept of mutual imitation, finally realize the exceeding of other competitors. Competing in the modern enterprise environment, the enterprise through experiential marketing brand communications are often caught in the dilemma of inefficient waste of resources. The management of inefficient corporate brand communications to large extent is from the low level of corporate brand communications. Corporations when making brand communication, lack of planning, system, integrity, and this situation is difficult to form a joint force effect to the spread of the enterprise, eventually leading to a lot of money wasted enterprises conducting brand communication, and the lack of planning, system, the spread of corporate integrity, always makes this situation so difficult to form a joint force effect, eventually leading to a lot of money wasted. Based on marketing mix theory, experience marketing communications, with experience stage to create and communicate the brand information to the straight consumers, targets directly consumer buying behavior, starting from the consumer, and the use of all means of strong communication process. It is focused on a comprehensive plan to increase value, that is, through the evaluation of advertising, direct mail, personal selling and public relations and other means of communication, in order to provide a clear, consistent and effective dissemination of influence. Through the integration of the communication process, optimize internal resources, reduce internal transaction costs, and improve the economic benefits of brand communication. Dissemination of customer experience at the same time, with the integrated communication process will generate a multiplier effect of the spread. Marketing mix analysis, including the study on the basis of a summary of the relevant literature review and analysis of the status of experiential marketing focus on experiential marketing 4Ps, 4Cs, 5Rs analysis. In this study, innovative experiential marketing strategy is based on integrated marketing communication strategy, including the establishment of the database to the stakeholders and improves customer relationship management processes. Experiential marketing strategy for enterprise based integrated marketing communication strategy, experiential marketing, is of great significance to enhance brand value quickly. Finally, this study researches experiential marketing strategy of the auto companies and household electrical appliance enterprises, and provides a good reference for relevant industry experience marketing practice.
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