我国农村市场体验营销策略探讨  

The discussion about experiential marketing strategies in China's rural market

作　　者：喻艳莉[1] 

机构地区：[1]平顶山工业职业技术学院外语系,河南平顶山467001

出　　处：《信阳农业高等专科学校学报》2010年第4期71-74,共4页Journal of Xinyang Agricultural College

摘　　要：体验营销是指从消费者的感官、情感、思考、行动和联想这五个方面来重新定义、设计的一种思维方式的营销工具。这种营销方式注意在广泛的社会背景中为顾客制造各种消费体验情景,关注顾客亲身体验,它比传统的营销方式具有多种优势。我国农村市场地域广阔,消费潜力巨大,很多企业把在农村开展体验营销作为产品和服务推广的重要手段。针对农村市场消费差异大、较分散、假冒伪劣产品充斥农村市场严重和农民信息不灵等问题,企业可通过提高产品的可体验性,注重口碑宣传,创造快乐体验和学习体验,进行体验营销创新等策略来解决。Experiential marketing is a new marketing thinking way which be re-defined and designed from the consumer＇s senses,feelings,thinking,and action and association five optical angle.This marketing behavior attention to create a variety of consume experience scenarios in a wide range of social background,focus on the customer experience,it has significantly effectiveness than the traditional marketing advantage.China has vast rural market,consumption potential,and many enterprises look experience marketing as an important means of products and services promotion in the rural areas.But there are some problems in rural experiential marketing,such as large differences in consumption,more decentralized,fake full,low rural customers＇ participation,poor information and low professional level of marketing staff,etc.Companies can improve the experience of the product,focusing on word of mouth marketing,promotion and professional training,create a happy experience and learning experience,and take new experience marketing strategies to address these problems.

关 键 词：农村市场 体验营销 营销组合 

分 类 号：F272.3[经济管理—企业管理]