基于体验营销视角下的体育用品营销创新——以耐克为例  

Based on the Experience Marketing of Sports Marketing Innovation Research——Taking Nike as an Example

作　　者：王潇[1] 

机构地区：[1]三峡大学体育学院,湖北宜昌443002

出　　处：《体育研究与教育》2016年第4期37-39,48,共4页Sports Research and Education

摘　　要：采用个案分析法分析了耐克实施体验营销的五种策略:感官式体验营销、情感式体验营销、思考式体验营销、行动式体验营销、关联式体验营销;并提出耐克体验营销对国内体育用品营销创新的启示:培养独特的文化体验、塑造体验营销理念、提供能让顾客感动的优质服务、不断创新设计体验、构建完善的体验营销体系,旨在为我国体育用品企业实施营销创新、加快品牌建设进程提供有价值的参考。On the basis of deeply understand the connotation of the experience marketing,through the case analysis,this paper analyzes the Nike＇s five strategies for implementation of experience marketing： sensory experience marketing,emotional experience marketing,thinking experience marketing,action type of experience marketing,relational experience marketing. Nike＇s experience marketing is put forward for the domestic sports goods marketing innovation enlightenment： with the purpose of cultivating the unique cultural experience. The experience marketing concept,providing high-quality service to touch customers,focuses on innovation design experience,and build perfect experience marketing system. For our sports goods enterprises carrying out marketing innovation,accelerating the process of brand building,it provides valuable reference.

关 键 词：体育用品 体验营销 营销创新 耐克 

分 类 号：G80-052[文化科学—运动人体科学]