基于體驗(yàn)經(jīng)濟(jì)的靖江婚慶市場營銷策略研究

1、基于體驗(yàn)經(jīng)濟(jì)的靖江婚慶市策略研摘要：體驗(yàn)經(jīng)濟(jì)，是繼產(chǎn)品經(jīng)濟(jì)、服務(wù)等經(jīng)濟(jì)學(xué)概念之后，誕生的新興經(jīng)濟(jì)基于體驗(yàn)經(jīng)濟(jì)的靖江婚慶市策略研摘要：體驗(yàn)經(jīng)濟(jì)，是繼產(chǎn)品經(jīng)濟(jì)、服務(wù)等經(jīng)濟(jì)學(xué)概念之后，誕生的新興經(jīng)濟(jì)應(yīng)，：體驗(yàn)經(jīng)濟(jì)；靖江市；婚慶市場；體ResearchonMarketingStrategyofJingjiangWeddingBasedExperienceAbstract: Experience economy is following the economic concept of product economy, service, born after the concept of emerging

2、 economy. With the development of experiential economy, weddings have also entered the era of experience. And the wedding industry is gradually emerging as a new sunrise industry. Experiential wedding is an inevitable demand for experiencing wedding consumption in the economic era, and is also a new

3、 type of wedding mode developedunderthebackgroundofexperientialeconomy.Forweddingexperiencers,ers and guests ResearchonMarketingStrategyofJingjiangWeddingBasedExperienceAbstract: Experience economy is following the economic concept of product economy, service, born after the concept of emerging econ

4、omy. With the development of experiential economy, weddings have also entered the era of experience. And the wedding industry is gradually emerging as a new sunrise industry. Experiential wedding is an inevitable demand for experiencing wedding consumption in the economic era, and is also a new type

5、 of wedding mode developedunderthebackgroundofexperientialeconomy.Forweddingexperiencers,ers and guests are not only satisfied with the cursory wedding s, also want to participate or experience through the full range of visual, taste, and hearing to meet their own emotional needs and self-actualizat

6、ion need. As kind of activity t can meet peoples happiness and sense of ritual, themed wedding can provide a variety of experience ers and guests. is also the starting of this study Jingjiang wedding market marketingBased on the experiential marketing theory, this article chooses the experiential ma

7、rketing strategy module of Jingjiang wedding market as the research object. combining the ysis with the questionnaire survey, this rexpoundsthemeaning,characteristicsandexperientialmarketingstrategymoduleexperiential marketing. Secondly, Jingjiang wedding market experiential sus quo, and yzed Jingji

8、ang wedding market experiential application of the main problems, such as the design of small projects did highlight the theme of experience well, wedding guests engagement low, Jingjiang wedding market lack of thematic culture Elements, etc .; Finally, the wedding market experience marketing strate

9、gy. The specific ion of countermeasures are as follows: to strengthen and improve management capabilities; with ernettoprovideconsumersfullrangeexperience industrial chain; Experiential m; tourism and wedding industry, strong to extend alized theme wedding experience project; the use of ernal market

10、ing. In order to truly realize the needs of developm+ntofdistinctiveweddingproducts,andfurtherenhanceJingjiangwedding market competitiveness.Keywords:Experienceeconomy;JingjiangCity;Weddingmarket;一、緒（一）研究背1200費(fèi)有 2500 億元，平均每對新人在婚禮上消費(fèi)是 2 萬元，整個結(jié)婚的消費(fèi)高達(dá) 1240多個行業(yè)相關(guān)聯(lián)一、緒（一）研究背1200費(fèi)有 2500 億元，平均每對新人在婚禮上消費(fèi)是 2

11、萬元，整個結(jié)婚的消費(fèi)高達(dá) 1240多個行業(yè)相關(guān)聯(lián),期700096有（二）研究目的及意1.研究目(1)(2(32.研究意（1）理論意。（2）現(xiàn)實(shí)意長(1)(2(32.研究意（1）理論意。（2）現(xiàn)實(shí)意長成。（三）研究內(nèi)6E銷的五條途徑出發(fā)提出了具體實(shí)施方案。根據(jù)本文研究思路將研究內(nèi)容分為 的活，從體的五條途徑出發(fā)提出了具1-1（三）研究內(nèi)6E銷的五條途徑出發(fā)提出了具體實(shí)施方案。根據(jù)本文研究思路將研究內(nèi)容分為 的活，從體的五條途徑出發(fā)提出了具1-1（四）123二、體理論概述及文獻(xiàn)綜（一）活（四）123二、體理論概述及文獻(xiàn)綜（一）活。驗(yàn)的（二）（三）1伯S有2.1。驗(yàn)的（二）（三）1伯S有2.1Gil

12、more132.體的模。聯(lián)2.2體模塊組成部3.體7Es合策從消費(fèi)者的角度來看, 體驗(yàn) 般可以分為以下(Experience)、 情境(Environment)、事件(Event)、浸入(Engaging)、印象（Employee2.3七要素一覽Gilmore132.體的模。聯(lián)2.2體模塊組成部3.體7Es合策從消費(fèi)者的角度來看, 體驗(yàn) 般可以分為以下(Experience)、 情境(Environment)、事件(Event)、浸入(Engaging)、印象（Employee2.3七要素一覽情境通過模擬環(huán)境促使體驗(yàn)產(chǎn)生，它可以是現(xiàn)實(shí)的場景，虛擬的場景對展露方式通過學(xué)習(xí)達(dá)到啟發(fā)人們的智力為目以

13、生理活動、生活方式及公眾交流方式來進(jìn)12070曾1999體模塊（SEMs）2004的2016Monika SkorekAttitudes of Polish Consumers ExperientialMarketing服務(wù)相關(guān)的難忘體驗(yàn)25。2（2016）中12070曾1999體模塊（SEMs）2004的2016Monika SkorekAttitudes of Polish Consumers ExperientialMarketing服務(wù)相關(guān)的難忘體驗(yàn)25。2（2016）中中員工起的作用和過程，從性兩方面引導(dǎo)消費(fèi)者行為，全方位、多觸角地創(chuàng)，和（2016），基于交互技術(shù)的和新和（2016）（2017），中于和，和過程，從性兩方面引導(dǎo)消費(fèi)者行為，全方位、多觸角地創(chuàng)，和（2016），基于交互技術(shù)的和新和（2016）（2017），中于和，慶三、靖江婚慶市場體策略分（一）靖江婚慶市場的發(fā)展現(xiàn)顯現(xiàn)的最明顯