体验产品创新理论框架构建的必要性及其营销原则

伴随着体验消费现象的出现,体验产品受到了越来越多学者和实践者的关注。本文首先总结了国内外关于体验营销的研究成果,并在此基础上指出以往研究的不足,提出了构建体验产品创新理论构架的必要性。然后通过对几种重要的体验营销策略的概括和回顾,从而发掘不同策略组合的共同特点,总结出了体验营销所共有的三项原则,这些原则始终要贯穿于体验产品创新理论框架的构建过程。

The Necessary and the Experiential Principles to Build up a Theoretical Framework for Innovation of Experiential Products

As the experiential consumption appears,more and more scholar and practicer are pay attention to experiential products.Based on the reviewed the research findings in the field of experiential marketing,we point out the deficit of the prior researches,and proposed that there is necessary to build up a theoretical framework for Innovation of experiential products.Afterward,we explored the common characters of the different marketing strategies on the base of concluded and reviewed those strategies,and then gi...