在现代化经济发展模式下,体验营销是一种创新的商业发展模式。推行体验营销模式就是要形成顾客体验价值,并在商业化发展中实现这种价值。免费体验与付费体验是两种主要的实现模式。免费体验在于积聚和释放顾客的歉疚感,付费体验则是要形成顾客的愉悦感并保持,从而推进顾客购买行为,并广泛传播。本文就顾客体验的形成机理与体验营销进行论述。 In the modern economic development model, experiential marketing is an innovative business development model. The implementation of experiential marketing mode is to form the value of customer experience, and to achieve this value in the commercial development. Free experience and paid experience are two main modes of realization. Free experience is to accumulate and release the customer’s guilt, paid experience is to create the customer’s pleasure and maintain, so as to promote customer buying behavior, and widely disseminated. This article discusses the formation mechanism of customer experience and experiential marketing.