摘要
当前我国轿车消费增长迅速、市场潜力巨大,用户需求的情感化、个性化日趋明显,用户比以往更加注重购车体验、情感共鸣和个性化需求的满足。以体验经济下企业营销观念的转变和轿车消费者购买行为的变化为切入点,提出"4S+1E"轿车体验店、轿车个性化定制、轿车主题公园三种轿车销售的创新模式,具有一定的前瞻性和实用价值。
Nowadays, Chinese car market goes into a highly increasing period. Consumers pay more attention to the joviality of buying experience and individual satisfaction. This paper analyzes the transformation of company＇s marketing concept and consumer＇s buying behavior in experience economy, and puts forward three kinds of innovative selling modes including ＂4S＋1E＂ car experience store, individual customization, and car theme park, which have certain practical value.
出处
《科技创业月刊》
2008年第1期47-49,共3页
Journal of Entrepreneurship in Science & Technology
关键词
体验经济
购买行为
轿车销售模式
experience economy, consumer buying behavior, car selling modes
