20世纪末出现于美国的体验营销,在21世纪初作为一种新型的营销活动进入我国市场。医疗器械产品作为一种特殊的消费品,其营销过程更偏向于“试用”带来的触感和健康改善效果。本文将以昆明奥博医疗器械公司为研究对象,从情感、思考、关联这三个方面进行探究,发现其体验营销策略实施过程中的问题并提出相应的解决方案。 Experience marketing, which appeared in the United States at the end of the 20th century, entered the Chinese market as a new type of marketing activity in the early 21st century. As a special type of consumer product, medical device products tend to be more sensitive to marketing and health improvement due to “trial ”. This article will Kunming Aobo medical device company as the research object, from the three aspects of emotion, thinking and relevance to explore and found that the experience of marketing strategies in the implementation process of the problems and propose appropriate solutions.