体验式营销 meaning in Chinese
experience marketing
experiential marketing
Examples
- Application of experiential marketing in automotive marketing
体验式营销在汽车营销中的应用 - In the second chapter , the history of experiential marketing is introduced , including the concept and the function and the using scope of experiential marketing . as the core part of this thesis , the third chapter divides " product " into there parts : experience , atmosphere and employees on the base of traditional marketing theories , and dissertates the combinatorial pattern of experiential marketing in theme parks combining " price " , " place " and " promotion " , provides theme parks a new way of making marketing strategies and tactics and synthesizing marketing key elements . in the last chapter , this thesis chooses a typical case to study , and gives countermeasures according to the combinatorial pattern of experiential marketing , deserving to being learnt from and generalized
本文共分四大部分：第一章导论介绍了体验式营销在国内外的研究现状、本文的研究意义、研究目的及研究方法；第二章介绍了体验式营销的产生和发展，以及体验式营销的概念、作用和应用范围；第三章在传统营销组合4ps的基础上，将“产品”要素细化为“体验” 、 “氛围”和“员工”三部分，再结合“定价” 、 “渠道”和“促销”三要素，围绕主题公园综合论述了体验营销组合模式，为主题公园营销战略的制定和营销要素的组合提供了全新的视角；第四章选取典型案例进行研究，总结经验，发现问题，并围绕体验式营销组合模式为具体问题的解决提供对策，具有一定的借鉴意义和推广价值。 - Introducing and implementing experiential marketing can conduct theme parks to upgrade ideas , choose tourists " demands as their marketing direction , to choose creative theme , and to develop tourism products with vivid individual characters , thus , theme parks gain sustainable competitive advantages in intense marketing competition
引入和实施体验式营销能指导主题公园更新观念，从传统误区中走出来，真正以旅游者的需求为营销导向，选择有创意的主题，开发个性鲜明的旅游产品，在激烈的市场竞争中获得持久的竞争优势。 - The coming experiential marketing era requires enterprises to analyze customers " demands with a new view , and to set up competitive advantages with a new marketing method . the experiential marketing is a deep thought on marketing activities " rules , it has developed rapidly and shown strong vitality because of its rationality of marketing philosophy and its respect to human ' s demands
体验经济时代的到来要求企业以一种全新的视角来审视顾客的需求，以一种全新的营销方式来塑造企业的核心竞争力，体验式营销正是人们对营销活动规律性认识的一个深化，由于其在营销哲学上的合理性和对人的主体性回归需要的尊重而获得蓬勃发展，表现出强劲的生命力。 - Then , this thesis gives a combinatorial pattern of experiential marketing in theme parks on the base of traditional marketing theories , thus makes the marketing theories perfect and suits the requests of marketing innovation . at last , this thesis analyzes the implementation of experiential marketing through a case study of a typical theme park in bing city . this thesis is composed of four chapters : the first chapter mainly introduces the study condition of experiential marketing in china and abroad , the motivation and purpose , and the methods of this thesis
本文采用的研究方法主要是文献综合研究法、比较研究法和实证研究法，首先，对体验式营销的发展进行了整理和综述，将传统营销的特点与体验式营销的特点进行了对比；其次，在借鉴传统营销组合的基础上，提出了适合主题公园体验营销组合模式，进一步完善了营销理论，以适应时代对营销领域变革的要求；最后，结合滨城某主题公园分析了体验式营销在主题公园中的应用。