【正文】 體驗營銷及其實施策略淺析——以廣州市迪彩化妝品有限公司為例I摘要：進入 21 世紀以來，體驗經(jīng)濟繼服務(wù)經(jīng)濟以后，作為一種新的經(jīng)濟形式產(chǎn)生并發(fā)展起來。體驗營銷作為體驗經(jīng)濟的產(chǎn)物也應(yīng)運而生。作為與新的經(jīng)濟形態(tài)相適應(yīng)的營銷方式，體驗營銷迎合了廣大消費者的多樣化和個性化需求，能創(chuàng)造更大的顧客價值與顧客滿意，是一種十分具有競爭力和發(fā)展空間的營銷方式和手段，許多企業(yè)也開始走上了體驗營銷的道路。但是，由于受到傳統(tǒng)營銷理論與模式的桎梏，又沒有前人的經(jīng)驗可以借鑒，因此，在實施體驗營銷的過程中出現(xiàn)了許多的問題，為了走出傳統(tǒng)營銷理論與觀念的束縛，讓企業(yè)更加深入的了解體驗營銷模式，以找到實施體驗營銷的更有效的策略，筆者選擇了此研究課題。本文先對體驗營銷的基本理論知識作了簡要的介紹與說明，然后結(jié)合廣州市迪彩化妝品有限公司實施體驗營銷的實際情況，對其體驗營銷模式與特征、尤其對其體驗營銷的實施策略進行了分析研究，綜合出品牌體驗、情感體驗與娛樂體驗三種策略，并找出了該公司在體驗營銷實施過程中存在的問題并提出了可能的解決方案。可以說，雖然體驗營銷模式的應(yīng)用過程中出現(xiàn)了一些難題，但是只要找到適合企業(yè)自身和目標消費群特征的營銷策略，并不斷進行探索和改進，體驗營銷模式一定能構(gòu)成為為企業(yè)創(chuàng)造效益、為消費者創(chuàng)造價值的最有效的營銷方式之一。最后，筆者希望通過本文給其他行業(yè)尤其是日化行業(yè)的企業(yè)提供一些新的關(guān)于體驗營銷的營銷思路與策略。關(guān)鍵詞：體驗營銷 廣州迪彩化妝品有限公司 營銷策略 品牌忠誠 華中農(nóng)業(yè)大學 2022 屆本科畢業(yè)論文IIAbstract：Entering the 21st century, the experience economy ,as a new form of economy, emerged and is developing, following the service economy. The experiential marketing as the product of experience economy have emerged. As a marketing method ,which is adapted to the new economic form , the experiential marketing caters to a wide range of consumers’ diversified and personalized needs,so that it can create more value for customers and greater customer satisfaction. And it is being a very petitive and promising marketing method, as a result ,many enterprises start out on the path of experiential marketing. However, due to the traditional marketing theory and model, and the lack of predecessors’ experience for reference, a lot of problems appeared in the process of implementing experiential marketing. In order to step out of the traditional marketing theories and ideas, and make enterprises know more about the experiential marketing mode so that they can find more effective strategies to implement the experiential marketing , I chose this research subject. This paper first introduced and explained the basic theory of experiential marketing, and then according to the actual situation of Guangzhou Cosmetics Company’s implementing experiential marketing, analyzed and studied experiential marketing mode and its characteristics, especially strategies of implementing experiential marketing, and came up with three implementing strategies,that is brand experience, emotion experiences and entertainment the same time ,I found out the problems in the implementation of the experiential marketing in this pany, and offered possible solutions to these problems. Although there have e out some problems in the experiential marketing mode’s application process, as long as we find out marketing strategies that is suitable for the enterprise itself and characteristics of target consumers, and take incessant explorations and improvement, the experiential marketing mode can bee one of the most effective ways of marketing that can create benefits for enterprises and value for the consumers. Finally, I hope that I can give something new about marketing ideas and strategies of the experiential marketing to other industry enterprises especially daily chemical industry enterprises through this paperKeywords: Experiential Marketing Guangzhou Cosmetic Company Marketing Strategy Brand Loyalty體驗營銷及其實施策略淺析——以廣州市迪彩化妝品有限公司為例III目錄摘要 ...................................................................................................................................................................IABSTRACT..........................................................................................................................................................II一．導(dǎo)言 ...........................................................................................................................................................1（一）課題研究意義與目的 ...........................................................................................................................1 ...................................................................................................................................................1 ..................................................................................................................................................2（二）課題研究方法與研究思路 ...................................................................................................................2： ...............................................................................................................................................2 ...................................................................................................................................................3（三）文獻綜述 ...............................................................................................................................................3二．體驗營銷理論基礎(chǔ) ...................................................................................................................................5（一）體驗的含義及其產(chǎn)生過程 ...................................................................................................................5 ...............................................................................................................................................5 .......................................................................................................................................6（二）體驗營銷的概念與特點 .......................................................................................................................6 .......................................................................................................................................6 .......................................................................................................................................7（三）體驗營銷的應(yīng)用現(xiàn)狀 ...........................................................................................................................9 ...........................................................................................................................................9