【導(dǎo)讀】工商管理專業(yè)畢業(yè)論文--體驗營銷在果汁飲料行業(yè)中。逐漸地?zé)o法與社會相適應(yīng)體驗營銷將逐步取代傳統(tǒng)營銷在果汁企業(yè)中運用體驗。企業(yè)樹立形象等隨著體驗經(jīng)濟的到來果汁企業(yè)應(yīng)該以顧客的利益為出發(fā)點為顧。客塑造感官體驗及心理認(rèn)同以改變其消費行為把客戶從滿意的消費者變成忠誠。分為十大類碳酸飲料果汁及果汁飲料蔬菜汁及蔬菜汁飲料含乳飲料植物蛋白飲。2021年瓶裝飲用水以40的比例連續(xù)保持了絕對的領(lǐng)先地位人均消費63公。斤是世界平均水平的42碳酸飲料的市場份額接近30市場份額下降趨勢放緩目前。目前人均消費14公斤是日本人均消費水平的4年1∽7月份市場份額處于前三位。的品種有瓶裝水40碳酸飲料27果汁飲料135億元比2021年的146萬噸和82. 億元分別增長了4658和5061掀起了中國飲料工業(yè)的第四次浪潮成為2021年行。第二階段2021年統(tǒng)一獨占市場。市場的明朗化直接導(dǎo)致了競爭的激烈化目前全國果汁飲料廠商多達(dá)4000余。統(tǒng)計數(shù)字表明美國人年均果汁消費量為45公升德國為46公升日本和新

　　

【正文】 media weary There are now freethinking customers who dont fit neatly into researchers tick boxes A wellattended product launch may have delivered rapturous applause but for how long Most importantly will customers remain emotionally attached Consumers have changed the way they respond No one has time anymore Everything has to be done quickly If its not entertaining them or engaging them or evoking emotion theyre not paying attention So if a product has to be sold or the needle has to be moved in any way focus has to be on how one is going to attract that consumer And if the pany is not creating an experience it is not attracting the consumer of today Customers dont remember the event they remember the experience Its not the page they just touched its how they feel after they touched it or looked at it or read it Its all about experience An ongoing emotional attachment between brand and customer is the ultimate aim of experience marketing in an era where marketers struggle with audience connection in a cluttered world The delivery is through a unique experience which can only be created by the brand – giving brand owners a higher control These in turn allow people to understand the brand at another level by being active – rather than passivein relation to the brand Joseph Pine and James Gilmore派恩 詹姆斯吉爾摩 附錄二 Conventional and Experience marketing The difference Traditional marketing was developed in response to the industrial age not the information branding and munications revolution we are facing today Conventional or traditional marketing presents an engineeringdriven rational analytical view of customers products and petition It is based on a features and benefits approach In this traditional model consumers are thought to go through a considered decisionmaking process where each of the features or characteristics of a particular product or service are seen to convey certain benefits and these are all assessed by the potential purchaser either consciously or unconsciously However this is far too limited a way of viewing the purchase decision with excessive emphasis on the rational and logical elements of the decision and not enough on the emotional and irrational aspects involved in the purchase Experience marketing changes marketers view about what they are selling Until recently they saw experience as a means to an end a better way to sell a product or service Increasingly its the other way round the product or service as a means of selling the experience But like all big new ideas the idea of experience marketing is not new Companies such as Disney have been ploughing this furrow for decades Airlines have struggled with its application for years So have marketers worrying about customer service and those moments of truth when customer meets pany But there is a difference Traditionally marketers have accepted that grocery clothes transport and banking panies sell groceries clothes transport and financial services and that the entertainments industry sells pleasurable experiences Yet buying and using groceries clothes transport and financial services are also experiences and their marketers need to make them as enjoyable and fulfilling as possible Traditional advertising such as the 30second TV spot is often criticized for being oneway as opposed to twoway and mass as opposed to personal But its also lifeless and twodimensional An ad may express powerful emotions but its still just a lifeless representation Experience engaging all human senses in all dimensions is the real thing The challenge now is for marketers to dimensionalise their brands30秒 TV現(xiàn)場經(jīng)常被批評為單行道的但是它也是無生命的和二空間的一個廣告可能表達(dá)有力的情緒但是它只是無生命的表現(xiàn)體驗所有人類的感覺那才是真實而有生命的現(xiàn)在對商人的挑戰(zhàn)就是使他們的品牌空間化 27