奥林巴斯数码相机体验营销策略研究.pdf

奥林巴斯数码相机体验营销策略研究




Thesis Submitted to
Hebei University of Technology
for
The Doctor/Master Degree of
Here Is The Subject or Specialty You Engage






OLYMPUS DIGITAL CAMERA EXPERIENCE MARKETING
STRATEGY RESEARCH

by
Yang Bin






Supervisor: Prof. Liu Hong







March 2012

ii
河北工业大学工商管理硕士(MBA)学位论文

摘要

在新的经济背景下,随着企业竞争的日益加剧和消费者偏好的改变,新的营销模式—
—体验营销应运而生。而这种模式在我国还处于摸索阶段,企业除了照办国外的理论知识
和借鉴先进的实践经验外,似乎找不到更行之有效的办法,来从本企业自身的实际角度出
发进行运用和创新。本文意图通过介绍奥林巴斯数码相机企业在运用体验营销理论方面的
好的做法和存在的问题,从不同的角度介绍体验营销在企业中的运用经历,给读者提供实
际营销操作方面的新方法。
本篇论文详细的阐述了体验营销的产生背景,从社会经济环境的变化和消费者多种多
样的需求水平的提高来进一步的分析了体验营销模式能够产生的可行性和必要性,根据作
者所处行业分析了我国数码相机的销售现状和发展的趋势,介绍了国内外知名企业实施体
验营销的范例。随后根据奥林巴斯企业目前在销售方面存在的问题,分析了企业运用体验
营销的必要性,并实施和设想了体验营销的设计方案,为企业的发展拓宽了思路。
关键词:体验营销管理模式创新奥林巴斯相机教室



























i
奥林巴斯数码相机体验营销策略研究

ABSTRACT

Under the new economic background, with the increasingly petition in business
and consumer preferences change, new marketing mode - the experiential marketing arises at the
historic moment. And this model is still in the groping stage in our country, enterprise in addition
ply with theoretical knowledge and draw lessons from the advanced experience abroad,
seems can not find a more effective way, from the perspective of the enterprise's own actual for
applying and innovation. Intention in this paper, by introducing the Olympus digital camera
ompanies use experience marketing theory in aspects of good practice and the existing problems,
from different perspectives to introduce the application of experience marketing in enterprises,
give the reader the actual new methods of marketing operation.
This paper detailed expounds the background of experience marketing, from the social and
economic environment change and a wide variety of consumer demand level enhancement to
further analysis the feasibi