基于体验经济的靖江婚庆市场营销策略研究

1、基于体验经济的靖江婚庆市策略研摘要：体验经济，是继产品经济、服务等经济学概念之后，诞生的新兴经济基于体验经济的靖江婚庆市策略研摘要：体验经济，是继产品经济、服务等经济学概念之后，诞生的新兴经济应，：体验经济；靖江市；婚庆市场；体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、绪（一）研究背1200费有 2500 亿元，平均每对新人在婚礼上消费是 2 万元，整个结婚的消费高达 1240多个行业相关联一、绪（一）研究背1200费有 2500 亿元，平均每对新人在婚礼上消费是 2

11、万元，整个结婚的消费高达 1240多个行业相关联,期700096有（二）研究目的及意1.研究目(1)(2(32.研究意（1）理论意。（2）现实意长(1)(2(32.研究意（1）理论意。（2）现实意长成。（三）研究内6E销的五条途径出发提出了具体实施方案。根据本文研究思路将研究内容分为 的活，从体的五条途径出发提出了具1-1（三）研究内6E销的五条途径出发提出了具体实施方案。根据本文研究思路将研究内容分为 的活，从体的五条途径出发提出了具1-1（四）123二、体理论概述及文献综（一）活（四）123二、体理论概述及文献综（一）活。验的（二）（三）1伯S有2.1。验的（二）（三）1伯S有2.1Gil

12、more132.体的模。联2.2体模块组成部3.体7Es合策从消费者的角度来看, 体验 般可以分为以下(Experience)、 情境(Environment)、事件(Event)、浸入(Engaging)、印象（Employee2.3七要素一览Gilmore132.体的模。联2.2体模块组成部3.体7Es合策从消费者的角度来看, 体验 般可以分为以下(Experience)、 情境(Environment)、事件(Event)、浸入(Engaging)、印象（Employee2.3七要素一览情境通过模拟环境促使体验产生，它可以是现实的场景，虚拟的场景对展露方式通过学习达到启发人们的智力为目以

13、生理活动、生活方式及公众交流方式来进12070曾1999体模块（SEMs）2004的2016Monika SkorekAttitudes of Polish Consumers ExperientialMarketing服务相关的难忘体验25。2（2016）中12070曾1999体模块（SEMs）2004的2016Monika SkorekAttitudes of Polish Consumers ExperientialMarketing服务相关的难忘体验25。2（2016）中中员工起的作用和过程，从性两方面引导消费者行为，全方位、多触角地创，和（2016），基于交互技术的和新和（2016）（2017），中于和，和过程，从性两方面引导消费者行为，全方位、多触角地创，和（2016），基于交互技术的和新和（2016）（2017），中于和，庆三、靖江婚庆市场体策略分（一）靖江婚庆市场的发展现显现的最明显