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随着经济的发展和社会建设水平的提升,汽车已经成为了一种大众化的产品,对于很多的办公族来说,汽车都是代步工具。近几年的汽车营销出现了很大的转变,开始将客户作为中心,不断的推行一些创新的营销模式,希望能够让客户得到更好的体验,进而在买卖过程中,达到双方互惠互利的目的。体验式营销在近几年得到了高度的关注,可以让客户获得全方位体验,进而深入了解汽车的性能和驾驶的感受,并且观察且是否符合自己的需求。文章针对体验式营销在汽车营销中的应用展开讨论,并提出合理化建议。
With economic development and improvement of social construction, automobiles have become a popular product. For many office workers, cars are the means of transport. Automobile marketing in recent years, a great change has taken place, began to customers as the center, continue to promote some innovative marketing model, hoping to allow customers to get a better experience, and thus in the sale and purchase process, to achieve mutual benefits for both purposes . Experiential marketing has gained a great deal of attention in recent years, enabling customers to gain a full-scale experience, gaining a deeper understanding of the car’s performance and driving feel, and observing and meeting its own needs. The article discusses the application of experiential marketing in automobile marketing and puts forward reasonable suggestions.