体验经济时代酒店营销策略的选择  

The Choice of Marketing Strategy in the Era of Experiencing Economy

作　　者：康晶[1] 李卓[1] 

机构地区：[1]长春理工大学经济管理学院,吉林长春130022

出　　处：《长春理工大学学报（社会科学版）》2007年第6期58-61,共4页Journal of Changchun University of Science and Technology（Social Sciences Edition）

摘　　要：体验经济的到来促进了消费者的体验需求,产品差异化的消失使得体验成为提升产品价值的有效方式,人们在消费过程中不仅仅注重产品或服务所带来的功能上的利益,更重视在这个过程中所获得的符合自己心理需要和情趣偏好的特定感受。通过分析体验经济时代下酒店产品的概念增值点,对酒店企业应如何满足顾客的体验需求提出了新的营销组合策略。The arrival of experiencing economy boosts the experiencing demand of the consumers and the disappearance of the products difference make it effective a way to lifting the their value. The consumers value the functional benefits of the products or the services, what＇s more, they focus on the particular feelings of psychological need and sentimental preference in the process. Starting from the concepts of hotel products, the paper goes deep into the point of increase of hotel products and new marketing combined strategy for satisfying the need of customer at the era of experiencing economy.

关 键 词：体验经济 酒店 营销策略 

分 类 号：F270[经济管理—企业管理]