摘要
体验经济为企业营销带来新的营销模式。同时,广受关注的文化创意产品是以内容为内核,发挥创意力去设计制作的产品,本质特征在于满足消费者的精神消费体验需要。传统的营销模式已不能满足文化创意产品的营销需要,而文化创意产品的本质特征,与体验营销存在内在的一致性。本文以国学机的体验营销为例,从体验营销的5Es理论出发,提出文化创意产品的体验营销策略。研究表明:文化创意产品的体验营销需要观念创新,区分体验对象与文化主题的体验策略;多维度、多样化、多媒体融合的情境与事件营销策略;全方位整体浸入、口碑传播管理的浸入与印象管理策略;并且,各元素之间互相影响,相互作用,形成一个完整的体验营销策略系统。
Experience economy brings new marketing model for enterprise marketing. At the same time, the cultural and creative products of wide concern are products designed and produced with the content as the core and the creative power. The essential feature is to satisfy the needs of consumers＂ spiritual consumption experience. The traditional marketing model cannot meet the marketing needs of cultural and creative products, and the essential characteristics of cultural and creative products are in line with the experiential marketing. This article takes the experience marketing of Chinese cuhure machine as an example, and from the 5Es theory of experiential marketing, puts forward the experience marketing strategy of cultural and creative products. Research shows that： the experiential marketing of cultural creative products requires the concept-innovative experience strategy to distinguish experiencing objects and cultural themes, context and event marketing strategy with the integration of multi-dimensions, diversification and multimedia, and immersion and impression management strategy of omni-directional immersion and word-of-mouth management, which interact with each other to form a complete system of experience marketing strategy.
出处
《企业经济》
CSSCI
北大核心
2017年第11期68-72,共5页
Enterprise Economy
基金
江西省艺术规划项目"传播娱乐化与文化创意产业发展"(项目编号:YG2011077)
江西省高校人文项目"数字时代的文化传播娱乐化研究"(项目编号:XW1417)
关键词
体验营销
文化创意产品
国学机
营销策略
experiential marketing
cultural and creative products
Chinese learning machine
marketing strategy
