共享经济下体验营销的设计策略研究

Design Strategy of Experience Marketing under Sharing Economy

中文关键词: 共享经济  体验营销  设计策略

英文关键词: sharing economy  experiential marketing  design strategy

中文摘要:

      目的 探求共享经济下体验营销的设计策略。方法 通过文献综述、案例分析、归纳法等研究方法对共享经济进行剖析、举例和归纳，总结出适合共享经济背景下体验营销的创新设计策略。结论 体验营销是以满足顾客体验需求为目标，一种为体验所驱动的营销和管理模式，而共享经济下的体验营销更注重服务流程中各个接触点之间的体验输出。通过对接触者、产品、场景和服务反馈这4个元素进行规划，从而提高顾客的体验感。

英文摘要:

      The work aims to explore the design strategy of experience marketing under sharing economy. Through the literature review, case analysis, induction and other research methods, the sharing economy was analyzed, illustrated and summarized to sum up the innovative design strategy of experience marketing in the context of sharing economy. Experiential marketing aims to meet customer experience needs. It is a kind of experience-driven marketing and management model, while the experience marketing under the sharing economy pays more attention to the experience output between various points of contact in the service process. The four elements, including contact, product, scenario and service feedback, are planned to improve the cus-tomer's sense of experience so as to promote customer use of the product.