| “体验经济”理念下体育体验营销策略探究 |
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| 引用本文： | 邓文才.“体验经济”理念下体育体验营销策略探究[J].哈尔滨体育学院学报,2008,26(5):28-30. |
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| 作者姓名： | 邓文才 |
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| 作者单位： | 徐州建筑职业技术学院,体育部,江苏,徐州221116 |
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| 基金项目： | 江苏省体育局体育科技项目局管课题 |
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| 摘 要： | 体验经济是一种全新的经济思潮和导向,通过文献研究发现：1）体验的商品特性在于满足了顾客的情感体验需求,能够触动顾客的感性消费;2）体验经济的发展在于单独体验商品的创造和传统商品提高产品质量和服务水平后体验元素的融入,实现其价值升级;3）体验营销是体验经济下的营销模式。结合体育竞赛表演具有感召力强且受众面大等特点,探讨出行之有效的体育体验式营销策略：通过感官刺激打动消费者;通过情感诉求拉近消费者;通过思考与理性接壤;通过行动体验影响消费者的生活方式;通过关联体验实现个体和社会化的融合。
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| 关 键 词： | 体验 体验经济 体验营销 体育体验营销 |
Research on Sports Marketing Experience Strategy under the Influence of Experience Economy |
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| Authors: | DENG Wen-Cai |
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| Institution: | DENG Wen-Cai(P.E.Department of Xuzhou Institute of Architectural Technology,Jiangsu 221116,Xuzhou China) |
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| Abstract: | Experience economy is a new economy idea and thendancy,by using the method of documentary the author find that:(1)goods character of Experience is to satify the needs of experience emotion.(2)the development of experience economy base on improwing the volue by several methods.(3)experience marketing is a marketing strategy under experience economy.The author analysied the sports marpeting experience by the characters of sports and give some suggestions to develope sports marketing. |
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| Keywords: | Experience Experience Economy Experience Marketing Sports Marketing Experience |
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