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随着各行各业的体验或体验经济的发展,越来越多的国际企业把“全面顾客体验”或“品牌顾客体验”作为企业战略管理的一个重要组成部分,体验经济也逐渐成为企业关注的重中之重。在企业经营中,自觉运用体验营销增强企业竞争能力和竞争实力,也成为现代企业拓宽经济市场的重要手段。随着科技的不断发展和进步,我国的汽车产业也在国际市场中占有了重要地位。本文通过对文献的总结、问卷调查结果的学理分析和实证分析以及实地考察,得出中国汽车产业现状以及体验经济对其营销战略的影响,从而提出建设性意见和建议。
With the experience of all walks of life or the development of experience economy, more and more international enterprises regard “full customer experience” or “brand customer experience” as an important part of the strategic management of enterprises, and experience economy gradually Become the most important business concern. In business operations, consciously using experiential marketing to enhance the competitiveness and competitiveness of enterprises has also become an important means by which modern enterprises can broaden their economic markets. With the continuous development and progress of science and technology, China’s automobile industry also occupies an important position in the international market. Through summarizing the literature, the theoretical analysis and empirical analysis of the questionnaire survey and field investigation, this paper draws the current situation of China’s automobile industry and the impact of experience economy on its marketing strategy, and puts forward constructive suggestions and suggestions.