从体验营销模式中看珠宝企业的体验营销  

Experience Marketing of Jewelry Enterprise as Seen from Experience Marketing Mode

作　　者：高雪[1] 赵庆华[2] 于淼[3] 尹作为[1] 

机构地区：[1]中国地质大学珠宝学院,湖北武汉430074 [2]郑州信息科技职业学院,河南郑州450046 [3]辽宁机电职业技术学院珠宝学院,辽宁丹东118009

出　　处：《宝石和宝石学杂志》2014年第6期70-74,共5页Journal of Gems & Gemmology

基　　金：湖北省人文社科重点研究基地--中国地质大学(武汉)珠宝学院资助;项目编号CJHIXM201408;论文编号CJHI-WZ2014004

摘　　要：通过对国际、国内关于体验营销理论研究的归纳,分析体验营销的含义,讨论推广体验营销的必要性和重要性。以通灵珠宝为例剖析珠宝企业体验营销的实例,阐述珠宝体验营销的特点,结合国内珠宝行业的发展现状,说明实行体验营销的重要性并获得体验营销有效实施的七种办法:明确产品品牌的体验接受模式、注重店面的设计体验、设计不同体验主题的创新产品、珠宝文化内涵的体验、不同类型广告宣传模式体验、售前售后服务体验、珠宝首饰定制业务体验等实践,最终使消费者成为企业的忠诚客户,促进企业发展。From an experience marketing perspective,this article elaborates the jewelry experience marketing characteristics by analyzing the domestic and oversea studies on the experience marketing of jewelry enterprise.Combined with the actual situation of domestic jewelry industry,what was further discussed in this paper is the significance and requirements of experience marketing in jewelry enterprises.The effective methods of experience marketing were available by the paper research.In this review,we come up with seven effective implementation methods of experience marketing：clearly positioning the brand and product;presenting good image of the company by paying more attention to the store design,product packaging and shape;designing different experience subjects and innovative products regularly;helping consumers know the culture connotation of jewelry through communications;presenting different types of advertising patterns;providing users with comprehensive presale and after-sale service;developing customize jewelry business.These initiatives can helpenterprise possess potential and loyal customers and make fairly rapid progress.

关 键 词：体验营销 珠宝 广告宣传 文化内涵 

分 类 号：TS93[轻工技术与工程]