Experiential Marketing Strategy Based on the Customer Perceived Value

被引：0

作者：

Zhao, Yihu ^{[1
]}

机构：

[1] Zhejiang Univ Sci & Technol, Sch Econ & Management, Hangzhou 310023, Zhejiang, Peoples R China

来源：

INTERNATIONAL CONFERENCE ON ENGINEERING AND BUSINESS MANAGEMENT (EBM2011), VOLS 1-6 | 2011年

关键词：

experiential marketing; customer perceived value; experiential marketing strategy;

D O I：

暂无

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Consumers not only need goods and service, but also pay more attention to the satisfaction of experience, experiential marketing arises at the historic moment. Researchers give different experiential marketing research perspective, and this paper explores enterprise experiential marketing strategy based on the customer perceived value. I hope to provide reference for enterprise practice of experiential marketing, make enterprises gain leading-edge competitive advantage in fierce market competition.

引用

页码：1575 / 1578

页数：4

共 14 条

[1] Berry LL, 2002, MIT SLOAN MANAGE REV, V43, P85
[2] HOU JL, 2007, CHINAS CIRCULATION E, P62
[3] LaSalle D., 2002, Priceless: Turning ordinary products into extraordinary experiences
[4] LIAN Y, 2009, MARKETING HERALD, P20
[5] LIU JX, 2006, COLLECTED ESSAYS FIN, P95
[6] MAO XM, 2009, MARKETING HERALD, P47
[7] Pine B. J., 2002, EXPERIENCE EC
[8] PINELL BJ, 1999, EXPERIENCE EC WORK T
[9] Schmitt, 2004, EXPERIENCE MARKETING
[10] Schmitt B., 1999, J MARKET MANAG, V15, P53, DOI https://doi.org/10.1362/026725799784870496

← 1 2 →