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摘要：以顾客为导向作为市场营销的主体思想的确立之后，其理念也从顾客满意到顾客忠诚最终发展到顾客价值。然而随着营销环境的演变和行业竞争的加剧以及顾客行为的变化，这些因素使顾客价值又有了新的内容，随着体验成为顾客价值的重要驱动因素之一，体验营销的重要性日益凸显。本文认为今后一段时间内市场营销的发展趋势将会是体验营销这一全新的营销理念。企业应在深刻了解消费者心理的基础上，制定相应的体验营销策略，并展示给消费者。只有尽快切实运用好体验营销的理念，才能使企业在激烈的市场竞争中占有先机。因此本文希望通过了解和分析美夏国际贸易这一公司的营销和经营现状，通过对营销理念、营销重点以及营销手段等方面的创新，来找到改变企业现在和将来会面临的营销困境的方法和途径。47093
毕业论文关键词：体验营销；拓展路径；美夏国际贸易；葡萄酒行业
The expansion of the experiential marketing –take Summergate as an example
Abstract: With the establishment of marketing philosophy of ’customer orientation’, marketing concept has undergone customer satisfaction to customer loyalty to the eventual development of customer value. However, the evolution of the marketing environment, industry competition, changes in customer behavior so that customer value has a new content, in addition to experience one of the important drivers of customer value and importance of experiential marketing has become increasingly prominent. This paper argues that experiential marketing this new way of marketing will become the development trend of the next period of time marketing. Enterprises should formulate corresponding periences in various ways. Only by putting experiential marketing-----the new kind of marketing philosophy -----into practice as soon as possible can an enterprise gain leading-edge competitive advantage in fierce market competition. Therefore, this article hopes to analysis the operating status of Summergate, through the marketing concept, marketing focus and marketing and other innovations, change the company’s dilemma.
Key words: Experiential marketing, Expansion, Summergate, Wine industry
目录
引 言 1
一、 绪论 2
(一)研究目的和意义 2
（二）研究现状和发展趋势 2
二、 体验经济的作用 5
（一）体验经济全面体现顾客价值 5
（二）体验经济全面提升企业品牌价值 5
（1）起点上的差异 5
（2）运行过程的差异 5
（3）运行结果的差异 5
三、 消费者的体验行为和行为特征 7
（一）追求信息的民主化 7
（二）追求对品牌价值的获取 7
（三）体验目标的价值化 8
四、 以美夏国际贸易为例的葡萄酒体验营销 9
（一） 现状分析 9
（二） 感官体验策略 12
（1）视觉体验