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摘要：随着生活水平和生活质量的提高,获得更多的物质产品已经不能满足现代社会中人们消费的观念,越来越多的消费者渴望在消费的同时通过体验获得更大的满足。这一变化促进各个企业纷纷精心设计体验活动,运用体验式营销，通过提供无微不至的人性关怀,使消费者体验到别样的情怀,从而使消费者倾心,最终促成企业的成功。 方太作为一家厨电企业，意识到体验营销对于企业营销的重要性，将厨房搬到活动现场、门店厅房、展览场馆，使得消费者轻轻松松就可以直接体验到高端智能厨房电器带来的极致体验。本文在体验式营销现状及案例分析的基础上，总结出目前体验式营销对消费者购买行为的影响，并以方太体验式营销为例分析方太集团的体验营销对其消费者购买行为产生了怎样的影响。同时通过对体验式营销现状、存在的问题以及其他企业体验营销案例的分析，总结出适合方太实施体验式营销运行的基本策略，并结合实际情况提供可以借鉴的建议。41188
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毕业论文关键词：体验式营销；购买行为；顾客忠诚度
The analysis of the effect of experiential marketing onconsumer buying behavior---A Case Study for FOTILEGroup experiential marketingAbstract:With the improved by the standard of living and the quality of life, even materialgoods can not meet the consume concept of people in modern society, more and moreconsumers eager to get satisfaction while consumption by experience. This change to promptincreasing number of enterprises to designed experience activities, take use of experientialmarketing by providing meticulous humanity, enabling consumers attracted and experience adifferent kind of feelings, so that contributed to the success of the enterprise. FOTILE Group asa kitchen electric company, aware of the importance of experiential marketing in corporatemarketing, moved the kitchen to social event, moved to private room in store and moved to theexhibition grounds, making consumers easily and directly attain ultimate experience throughhigh-end smart kitchen appliance. This paper summed up the impact of the current experiential marketing on consumer buying behavior on the basic of experiential marketing situationanalysis and case analysis, and take the experiential marketing of FOTILE Group as a exampleto summarized what impact has generated on its consumer by FOTILE Group in consumerbuying behavior. At the same time, summarizing the basic strategy for the implementation ofexperiential marketing by FOTILE Group and provide suggestions that can be adapted. throughexperiential marketing situation, problems and the analysis of experiences by experientialmarketing case of other companies.
Key words: experiential marketing; consumer buying behavior; customer loyalty
目 录
引 言. 1
一、 绪论. 2
（一）研究的目的和意义2
1、研究目的2
2、研究意义2
（二）研究的现状和发展趋势4
1、研究现状4
2、研究发展趋势5
二、 体验式营销对消费者购买行为的影响分析. 6
（一）体验式营销刺激消费者购买欲望6
（二）体验式营销提升顾客忠诚度8
（三）体验式营销提升消费者情感体验8
（四）体验式营销缩短消费者购买决策过程9
（五）体验式营销助推线上购买行为9
三、 方太体验式营销对消费者购买行为的影响. 11
（一）增强顾客的购买信心11
（二）方太"互联网+"策略下的消费者购买行为12
（三）消费者主动参与企业的互动12
四、 方太体验式营销的优势及劣势. 14
（一）方太体验式营销的优势分析14
1、独特的产品思文14
2、体验营销内容高度整合14
3、分销网络密集，体验式营销辐射广15
（二）方太体验式营销的劣势分析16