本文从市场营销的演进路径入手,分析不同经济形态对营销的要求和选择,论证在体验经济时代营销理念已从“替产品寻找客户”创新转变为“替客户寻找产品”,并对逆向营销方式的要素内涵与其带来的效应进行了分析研究,从理论和实践两方面探讨了逆向营销是体验经济时代的创新营销选择。 This article starts from the evolution path of marketing, analyzes the requirements and choices of marketing for different economic forms, and demonstrates that in the era of experiential economy, the marketing concept has changed from “seeking for customers” to “searching for customers for products”, and to reverse marketing The connotation of the elements and the effects brought by it are analyzed and studied, and the reverse marketing is the innovative marketing choice in the era of experience economy from both theory and practice.