体验营销下提高顾客忠诚度的探析.docVIP

目录 1体验营销相关问题概述 1.1体验营销相关理论……………………………………………………………… 1 1.2体验营销的构成要素…………………………………………………………… 3 1.3体验营销与传统营销的区别…………………………………………………… 4 1.4我国家居企业实施体验营销存在的问题……………………………………… 4 2顾客忠诚度相关问题概述 2.1顾客忠诚的内涵及作用………………………………………………………… 5 2.2顾客忠诚度的影响因素………………………………………………………… 6 3塑造体验营销中的顾客忠诚 3.1体验营销下顾客忠诚度的影响因素…………………………………………… 6 3.2体验营销下提高顾客忠诚度的策略…………………………………………… 7 3.2.1环境营销策略………………………………………………………………… 7 3.2.2服务营销策略………………………………………………………………… 7 3.2.3主题营销策略………………………………………………………………… 7 3.2.4产品营销策略………………………………………………………………… 7 3.2.5互动营销策略………………………………………………………………… 7 4宜家家居公司体验式营销的基本情况 4.1宜家家居公司体验式营销的现状分析………………………………………… 8 4.2宜家家居公司的体验营销之道和成功之处…………………………………… 9 4.2.1销售现场的精心设置刺激消费者感官……………………………………… 9 4.2.2好的产品，好的体验 ……………………………………………………… 9 4.2.3提供符合消费者需要的体验性服务……………………………………… 10 4.2.4全程体验加深顾客印象…………………………………………………… 10 4.3宜家家居公司体验式营销存在的问题 ……………………………………… 11 5结论 ……………………………………………………………………………… 12 参考文献…………………………………………………………………………… 13 致谢………………………………………………………………………………… 14 An Analysis on Experiential Marketing can improve Customer Loyalty-----with “IKEA” company as an Example Abstract：With the advent of the experience economy, experiential marketing can provide customers with new value---the value of experience, so that enterprises may gain customer loyalty. And it has become a new strategic tool that enterprises establish competitive advantages. At the same time, the changes of marketing environment make enterprises are facing new challenges, how to cultivate the customer loyalty has become the focus of attention. Customer loyalty plays a tremendous role in the enterprises’ business performance, it’s the key factor that help an enterprise keep in an invincible position in the fierce market competition. This thesis through analyzing related theories of experiential marketing and customer loyalty, combining with the current situation of IKEA company who use the strategy of experiential marketing, to summarize the success of experiential marketing, and get a series of related countermeasures. At last, this the