marketingstrategyadjustmentandmarketinginnovationintheexperienceeconomyera-外文文獻-文庫吧
2025-04-16 12:59 本頁面
【正文】 e charm and value of “experience.” Making interactive concepts bee the core concepts and guidelines of marketing planning Currently, many enterprises pletely depend on advertising and price reduction to promote products, causing the advertising investment to grow exponentially. But in fact only 20% of advertising has an effect, while the remaining 80% is wasted because of the highlevel fragmentation of media. The current M amp。 D FORUM 268 situation makes enterprises very depressed and helpless. On the other hand, the industry collective selfinjury caused by the price war makes enterprises even more painful. In the experience economy period, enterprises can build loyal customers by allowing customers to experience productsg451confirm valueg451automatically get close to products after trust has been built. The emphasis should be put on the interaction not only between the enterprise and the customer, but amongst the clients themselves. Let the facts speak. Let “nice feelings” spread by word of mouth. In terms of promotion strategy, creativity strengthens the experience brand image Nowadays, consumer market has entered into the mature stage. Consumer needs have detached qualitative phase for a long time, but entered into a higher level taste level, not taste the modity, but the concept. Therefore, the key point of modity promotion should not be selling the modity itself, but selling promotion strategy which focuses on concept, namely, creating a brand image emphasizing experience, customers will then e in crowds to strive to purchase, possess, use the modity. In fierce market petition, where there is a dizzying array of products with obvious trend of increasing homogeneity, pure profit seeking is not enough to touch consumers’ hearts, but to satisfy consumers’ selffulfilled highlevel taste pursuit will cause more consumer resonance. Therefore, considering enterprise product features and consumption psychology, it is the inevitable demands of the era to put forward the consumer heart conquer taste concept and create a brand image that emphasizes experience. Putting marketing innovation into practice requires honesty to be the basis Experience marketing must be based on the reliable product efficacy and feature. If lopsided emphasis is put on psychological experience, but the material foundation where experience must be based on is abandoned, consumers will inevitably have the negative experience that they’ve been cheated。 this can only endanger the enterprise’s image. In addition, attention should be paid to the integration of all kinds of innovation elements. Keep integrated in the whole process of product and service planningg451brand managementg451marketing munication. Only the experience with prominent subject and consistent information can be identifiedg451memorizedg451trusted by consumers. 3 Experience Marketing Innovation in Economy Age Marketing is the mand process of consumers’ behavior and psychology. After
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