体验经济语境下品牌家具企业O2M营销模式  

O2M marketing model of brand furniture enterprises under the context of experience economy

作　　者：殷勤 谢宇 杨琳 YIN Qin;XIE Yu;YANG Lin(College of Furnishings and Industrial Design,Nanjing Forestry University,Nanjing 210037,China)

机构地区：[1]南京林业大学家居与工业设计学院,南京210037

出　　处：《林业和草原机械》2021年第2期43-45,34,共4页Forestry and Grassland Machinery

基　　金：南京林业大学大学生创新训练项目(2021NFUSPITP0425)。

摘　　要：体验经济时代下企业营销模式正在悄然改变,许多行业在努力做出新的营销尝试,尤其一些热销品牌家具企业更需要新的营销决策来提升自身竞争优势。通过梳理体验经济的定义及特征,分析体验营销下消费者的行为和心理,探究品牌家具企业营销策略现状,最终提出采用O2M电子商务模式的解决方案。In the era of experience economy,the enterprise marketing mode is changing quietly and many industries are trying to make the new marketing attempts.Particularly,some brand furniture enterprises need building new marketing decisions to improve their competitive advantages.the behavior and psychology of consumers under the experience marketing was analyzed in the paper through combing the definition and characteristics of the experience economy,the marketing strategy status quo of brand furniture enterprises was explored,and finally,the solution of adopting the O2M e-commerce model was proposed for the brand furniture enterprises.

关 键 词：体验经济 体验营销 品牌家具 O2M电子商务模式 

分 类 号：TS664[轻工技术与工程] F274[经济管理—企业管理]