地区整合体验品牌化路径与机理研究  

The Analysis on the Path and Mechanism of Regional Integrated Experiencing Brand

作　　者：郑锐洪[1] 侯家麟[1] 

机构地区：[1]天津工业大学管理学院,天津300387

出　　处：《技术经济与管理研究》2016年第1期59-63,共5页Journal of Technical Economics & Management

基　　金：天津市哲学社科规划项目(TJYY13-015;TJTQ12-024)

摘　　要：文章通过与国内外学者的文献对话,发现全球地区营销经历了"地区困境说"、"地区竞争论"、"招商引资说"、"地区形象论"等不同的演进阶段。研究表明,地区是一种涉及多种利益相关者的复杂产品,各地区可通过实施顾客价值导向的体验营销战略以形成地区整合体验品牌化效应,进而形成地区资源集聚和竞争发展的优势。地区作为一种复杂产品,其复杂性主要体现在主体多元性、顾客复杂性和价值多样性、综合性等方面,地区体验营销具有复杂性、系统性、全民性和社会性的特征。在此基础上,文章借鉴了B·H·Schmitt关于"顾客体验管理"(CEM)的思想,引入了整合营销(IMC)理念,通过基于实践逻辑的归纳分析,构建了"地区整合体验品牌化路径"的理论模型,并阐释了其中的关键要素及其作用机理,以期探索新时期体验营销导向的地区发展新范式。Through the researching literatures from domestic and foreign scholars, there is a discovery that global place marketing has experienced diverse evolution stages, such as regional dilemma theory, regional competition theory, investment attraction theory,regional image theory, etc. It is made clear that region is a kind of complex product related to many stakeholders. The region can gain the competition advantage from resource gathering and regional development in order to taking shape branding effect, through the implementation of experiential marketing strategy based on customer value. The complexity of region is reflected in subject diversity,customer complexity, value multiformity and comprehensiveness. Also, the region experiential marketing contains characteristics of complexity, systematicness, public participation and sociality. The concept of integrated marketing and the reference of B·H·Schmitt＇s idea of CEM are brought into the paper to build the theory model of integrated experience branding path of region, and explain the key elements and mechanism based on the summarizing analysis of practical logic. Finally, the new paradigm of regional development is explored at the orientation of experiential marketing.

关 键 词：地区营销 体验营销 营销服务 营销战略 

分 类 号：F273[经济管理—企业管理]