Kotler认为“人类的各种需要和欲望是市场营销的出发点,人们满足这些需要和欲望的方式是多种多样的,而当人们以交换的方式来满足需要和欲望时,就产生了营销”。随着顾客导向思想在市场营销学的确立,顾客理念的范畴经历了顾客满意、顾客忠诚到顾客价值。对于顾客价值的驱动因素,最初被认为是产品服务质量和价格因素,随后加入了品牌、关系、归属、信息、组织学习等。而随着体验营销理论的发展以及体验消费观念的逐步形成,体验也成为顾客价值中重要的驱动因素。体验的过程即价值感知和评价的过程,通过超出经济层面的体验使顾客体验产生情感上的投入才能真正把握顾客价值的实现。体验是一种心理层面的反应,企业在为顾客创造、提供、 Kotler argues that “human needs and desires are the starting point for marketing. There are many ways people can meet these needs and desires. When people meet their needs and desires in exchange, they create marketing, ”. With the idea of ​​customer-oriented marketing in the establishment of the concept of customer philosophy has undergone customer satisfaction, customer loyalty to customer value. The drivers of customer value were initially thought of as product service quality and price factors, followed by brand, relationship, ownership, information, organizational learning, and more. With the development of experiential marketing theory and the gradual formation of experiential consumption concept, experience has also become an important driving factor in customer value. The process of experience is the process of value perception and evaluation, and the realization of customer value can truly grasp the emotional input of customer experience through the experience beyond the economic level. Experience is a psychological level of response, businesses for customers to create, provide,