marketingstrategyadjustmentandmarketinginnovationintheexperienceeconomyera-外文文獻(xiàn)-預(yù)覽頁(yè)
【正文】 e form of experience marketing enterprise is paratively flexible, which is mainly because of the invisibility and uniqueness of experience. But no matter how to design organization, one premise is it must be favorable for the interaction with customers, for bringing the customers’ initiative into full play, for the formation of customers’ nice experience. ?Internal training Enterprise provides customers with experience, the contact point is employees. Enterprises to a great extent rely on employees39。 all of these undoubtedly present to people the 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。 M amp。s Needhierarchy theory, with the development of the economy and consumers’ increasingly enhanced purchasing power, once the physiological needs are met, personal needs will rise to psychological needs. Therefore, the enterprise should try to get close to customers, feel customers’ psychological needs and feelings, and carry out relationship marketing to meet customers’ psychological needs. In retail business, some smart businessmen are trying to change consumer shopping into an interesting activity. In the tourism industry, some recreational activities like exploring, camping, canyon rafting, and air surfing are extremely popular。 D FORUM 269 this way can we provide a good experience for external consumers. In here, internal marketing innovation mainly divides into several aspects: Thought transformation Experience marketing and traditional marketing modes are totally different. The enterprises which are ready to carry out experience marketing must recognize the essence and significance of experience marketing from a strategic height. But currently, experience marketing is at a beginning stage in our country。 D FORUM 270 means must support the experience theme. Experience implementation As we say, to create experience for consumers is similar to putting on a performance for the stage。 establish the marketing idea of meet demands and increase customer experience。 pay close attention to consumer experience。 emphasize also the sectional inspection of experience effect. References [1]. Joseph Pine, James H. Gilmore. The experience economy. Beijing: Engineering Industry Publishing House, 2020 [2]. Sun Zaiguo. Thoughts concerning marketing strategy innovation in experience economy era. Business Times, Aug 2020. [3]. Peng Lan, Peng Yin. Enterprise marketing strategy in the experience economy era, . Financial BBS, market weekly. Jun, 2020. [4]. Zhang ChengYao. The six characteristics of experience economy. Liao Wang. April, 2020
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