marketingstrategyadjustmentandmarketinginnovationintheexperienceeconomyera-外文文獻(xiàn)-展示頁(yè)
2025-05-26 12:59本頁(yè)面
【正文】 ract: The economic offerings transfer from goods, modity, service to experience. The evolution of economy type also experienced agricultural economy, industrial economy, service economy and experience economy. In the service economy era, many enterprises merely packaged experience with traditional products together to promote the sale. In the experience economy period, to bring the best experience, it’s essential for future enterprises to attentively design and let the consumers willingly pay for experience. Keywords: Experience economy, Marketing strategy, Marketing innovation 1 Introduction Along with the development of science, technology, and the information industry, people’s needs and desires, together with consumer spending patterns, are correspondingly affected. This leads economic and social development into the experience economy period. Every modification of economic offerings will lead to a radical change of economic patterns, thus causing the society to evolve from one economic period to the next. The change of economic offerings and the economy era will inevitably affect the “exchange relationship of mutual meet”, which is concerned by marketing. This is the result of the law of human society development, determined by the level of the productive forces. Once the exchange relationship changes, marketing patterns must change correspondingly with the change of time. 2 The Direction Selection of Enterprise Marketing Strategy Adjustment In the experience economy period, the enterprise should not only carry out marketing activities from the angle of customers’ rational thinking, but also attach more importance to munication with customersg451discover the longings in their inner hearts, inspect our own products and services from the standpoint of customer experience. Experience marketing has been the most powerful secret weapon in marketing battles。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 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
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