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消费者对佳能体验营销的反应研究

时间:2019-01-10 21:43来源:英语论文
Research on Customers’ Reactions to Canon’s Experiential Marketing in Xuzhou,英语论文消费者对佳能体验营销的反应研究

Abstract Since 21st century, experience economy has been formed and developed as a new economy formation after the service economy. Experiential marketing as the result of the new formation also appeared generally. As an adaptive marketing mode with economy formation, it is a competitive and progressive marketing mode, which has catered to customers ’variety and inpidualized requirements and be capable of creating higher customer value and satisfactions, so more and more enterprise start to adopt experiential marketing.32563
This paper briefly introduces the basic theories of experience economy and experiential marketing first, and analyzes the background, features and development trend of this mode. Then through the questionnaires from customers who took participant in the experiential marketing of Canon in Xuzhou, this paper concludes the shortages includes customer segmentation, competition advantages, instrument display and update, sales professionalization, public welfare and respect for autonomy, and finally lists some suggestions for them.
Key Words:Experiential Marketing Canon Experience elements
摘要进入21世纪以来,体验经济继服务经济以后,作为一种新的经济形式产生并发展起来。体验营销作为体验经济的产物也应运而生。作为与新的经济形态相适应的营销方式,体验营销迎合了广大消费者的多样化和个性化需求,能创造更大的顾客价值与顾客满意,是一种十分具有竞争力和发展空间的营销方式和手段,许多企业也开始走上了体验营销的道路。
本文先对体验经济与体验营销的基本理论知识作了简要的介绍与说明,并以经济的发展形态为起点,对时下体验经济兴起的原因背景、形态特点以及未来发展趋势进行简单分析探究,然后通过对佳能在徐州为进行市场开拓而进行的一系列体验营销活动中的问卷调查分析,归纳出“佳能”体验营销活动中存在于产品中的顾客细分、竞争优势,设施中的设施陈列、更新速度,服务中的讲解专业性、公益宣传以及互动过程中的顾客自主性等方面的问题,据此而为其将来的市场开拓提出相应的改进和完善方法方面。

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关键词:体验营销佳能活动要素
Contents
Abstract i
摘要ii
Contents iii
Chapter One Introduction    1
1.1 General Statement1
1.2 Objectives and significance of the research 3
Chapter Two Literature Review 4
2.1 Definition of experiential marketing4
2.2 Comparison between experiential marketing and traditional marketing 4
2.3 Current research on experiential marketing 6
Chapter Three Methodology 7
3.1 Research method7
3.2 Questionnaire design7
Chapter Four Analysis of the Elements of Canon’s experiential marketing 8
4.1 Analysis of products experience8
4.1.1 Analysis of segmentation for customers 8
4.1.2 Analysis of product advantages with competitor 10
4.2 Analysis of instruments experience 10
4.2.1 Analysis of instrument Display 10
4.2.2 Analysis of the timely update12
4.3 Analysis of service experience 12
4.3.1 Analysis of professionalization for Sales 12
4.3.2 Analysis of deliver of public welfare13
4.4 Analysis of interaction process experience 13
Chapter Five Conclusion 15
5.1 General statement15
5.2 Recommodations15
Reference17
Appendix18
Research on Customers’ Reactions to Canon’s Experiential Marketing in Xuzhou
Chapter One Introduction
1.1 General Statement
After the past three forms of economy statement: Product, Commodity and service, the forth—experience economy has occurred and occupied in the top site gradually. The experience economy was defined as taking the product as props and the service as stages, forming an economy state with providing experience as the economy offering (Harvard Business Review,1998) 消费者对佳能体验营销的反应研究:http://www.lwfree.cn/yingyu/20190110/29219.html
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