体验经济和体验营销内涵与意义的重新界定——顾客价值构成的视角  

Re-defining experience economy and experience marketing： Perspective of customer value constitution

作　　者：史有春[1] 

机构地区：[1]南京大学商学院市场营销系,南京210093

出　　处：《美中经济评论》2008年第6期36-41,64,共7页Meizhong Jingji Pinglun

摘　　要：本文根据体验的内涵对体验经济和体验营销命题可能存在的问题进行了探讨，认为4种经济形态的划分并不科学，而可根据顾客价值构成来划分经济形态；体验营销具有创造体验和沟通价值的双重功能以及双重意义；体验营销并未超越传统营销的策略框架，但其营销哲学和策略思想仍有闪光点。The article probes into the possible problems in experience economy and experience marketing according to the meaning of experience, and considers that the division of four kinds of economic patterns is not scientific, but should be based on the constitution of customer value. Experience marketing possesses a dual function and significance--creating experience and communication value. Although having not surpassed the strategy frame of traditional marketing, experience marketing still shows its instructive values in marketing philosophy and strategy thoughts.

关 键 词：体验 体验经济 传统经济 体验营销 传统营销 

分 类 号：F713.50[经济管理—市场营销] F014.2[经济管理—产业经济]