摘要
随着体验经济时代的来临,消费者越来越注重切身感受与服务,体验式营销应运而生,并逐渐替代传统式营销,消费行为也发生一定的改变,从而拓展了产品的生存空间与价值。在汽车营销过程中,需要对消费者感官体验提起重视,立足于实际的消费需求,更好地转变到体验式经济,特别是汽车销售行业,体验式营销的重要性不言而喻。本文论述了体验式营销的含义、优势与作用,针对其表现形式与注意事项进行了初步分析,结合营销过程中存在的问题,提出了几点体验式营销在汽车营销中的应用策略,希望能为汽车销售行业的发展提供一定的借鉴与参考。
With the advent of the experience economy era,consumers are paying more and more attention to personal experience and service.Experiential marketing has emerged and gradually replaced traditional marketing.Consumer behavior has also changed to a certain extent,thereby expanding the living space of products and value.In the process of automobile marketing,it is necessary to attach importance to the sensory experience of consumers,based on actual consumption needs,and better transform to an experiential economy,especially in the auto sales industry.The importance of experiential marketing is self-evident.This article discusses the meaning,advantages,and effects of experiential marketing,and conducts a preliminary analysis of its manifestations and precautions.Combined with the problems in the marketing process,the article puts forward several strategies for the application of experiential marketing in automobile marketing providing a certain reference and reference for the development of the automobile sales industry.
出处
《时代汽车》
2022年第1期178-180,共3页
Auto Time
关键词
体验式营销
汽车营销
情景式营销
experiential marketing
automobile marketing
situational marketing
