体验营销Wk体验营销的幅度和范围stu

体验营销的幅度和范围第一页，共三十二页。教学目标了解并掌握在什么情况下体验营销可以显示其优势了解体验营销所适用的领域及效果如何传统市场从业者视角第二页，共三十二页。教学内容一、体验营销的优势二、体验营销适用的领域和范围三、传统市场从业者视角第三页，共三十二页。马斯洛需求层次理论BasicNeedsorPhysiologicalNeeds

-thesearesomewhatobviousandnecessaryforbasichumansurvival.Withoutfood,air,drink,warmthandsleep,thehumanbodycannotcontinuetofunction.SafetyNeeds

-Oncephysicalneedsaresomewhatsatisfied,focusonsafetyneedstakeprecedenceanddominateourbehavior.Theseneedsbeingsatisfiedquellourneedforanorderlypredictableworldwhereunfairnessandinconsistencyareundercontrol.BelongingnessandtheNeedforLove

-Oncebasicandsafetyneedsaremet,humanneedsbecome

socialandinvolveaneedforacceptanceandtoloveandbeloved.Iftheseelementsareabsent,socialanxietyanddepressioncanarise.EsteemNeeds

-Thislevelisisattainedwhenindividualsfeelcomfortablewithwhattheyhaveaccomplishedfromasuccessandstatusstandpoint.第四页，共三十二页。马斯洛需求层次理论CognitiveNeeds

-Atthispoint,wefeelaneedtoincreaseourintelligenceandwechaseknowledgetogainabetterunderstandingoftheworldaroundus.Wenowfeelaneedtoexploreanddesirenewexperiences.AestheticNeeds

-Withthepreviousneedssatisfied,wenowfind

weneedtorefreshourselveswiththepresenceofbeauty,nature,art,musicandtheotheraestheticallybeautifulthingstheworldhastooffer.Thisleadstoabeautifulfeelingofintimacyandonenesswithnatureandeverythingbeautiful.Self-actualization

-Thisisourinstinctualneedashumanstomakethemostofourabilitiesandtostrivetobethebestwecanbe.QuotingMaslow"Whatamancanbe,hemustbe."ItisalsoatthislevelthatindividualsexperienceextraordinarymomentscalledPeakExperienceswhichincludetranspersonalandecstaticstatestingedwiththemesofeuphoria,harmonizationandinterconnectedness.Transcendence

-Havingpersonallyself-actualized,thereisadesiretohelpothersself-actualize.Indoingso,weconnectwithsomethingbeyondtheegoandweexperiencestatesbeyondnormalhumanconsciousnessandtakethingstoanotherlevelofbeing.第五页，共三十二页。马斯洛需求层次理论生存和生理需求：衣食住行安全需求：人身、财产、职业社交需求：交际、友谊、归属感尊重需求：受到别人认同、自尊、地位和权威认识和理解：学习并探究哲理、对事物进行试验和尝试欲望、获取知识等审美需求：秩序、对称、完整、和谐与人们活动中的行为的完美需求自我实现：实现个人理想抱负、充分发挥个人潜力、理想、追求和成就等缺失性需求发展性需求Q.上述两类的差异点？缺失性需求：未满足时动机很强，基本满足后动机急剧消退，低级需求发展性需求：主要依靠内在的激励满足，不可能完全满足，部分满足反而使个体动机更强第六页，共三十二页。一、体验营销的优势挽回正在衰退的品牌使产品在竞争中实现差异化为企业建立起形象和识别特征促进创新诱导顾客尝试、购买，尤其是赢得顾客忠诚第七页，共三十二页。二、体验营销适用的领域和范围体验营销的适用性Q.考虑因素包含？产品类别行业既定的目标消费者第八页，共三十二页。二、体验营销适用的领域和范围行业交通运输AuntieAnne's,Inc.技术产品工业产品新闻和娱乐咨询、医药和其他专业服务金融产品第九页，共三十二页。1.交通运输领域独特性产品——复杂消费场景——跨越时空（需要顾客在场）作用——自我展示，Q.体现所有者哪几类特质？——体现品味、价值观与审美偏好第十页，共三十二页。1.交通运输领域Jaguar/美洲虎电视广告平面媒体网站：传统、飞跃、发展与新时代推广活动第十一页，共三十二页。1.交通运输领域Jaguar/美洲虎JaguarXJPromotional1995-97(x300)featuringnew-for-1995XJ6,XJ12andXJRmodels.宣传点辉煌荣誉设计材料引擎的技术先进性人性化触动第十二页，共三十二页。1.交通运输领域Jaguar/美洲虎printadforthe1998JaguarXJR.TheJaguarXJRisthefastestautomaticsedaninAmerica.Settlein,embracetheleatherandwoodwheel,andletitssuperchargedenginetakeholdofyoursoul.第十三页，共三十二页。不同年龄段消费者体验心理 儿童？——感情支配，购买行为以依赖性为主，但能影响父母购买决策。少年？——喜欢与成年人比拟，消费独立意识逐渐形成，同时开始受社会环境的影响。青年：追求时尚，突出个性，科学消费，注重情感。中年：理智性强，计划性强，注重传统，创新性小。老年：怀旧心理强烈，品牌忠诚度高；注重实际，要求得到良好的服务；需求结构发生变化，用于食品和医疗保健用品的支出增加；具有较强的补偿性消费心理。Q.JaguarXJR的目标消费者是哪个年龄段？第十四页，共三十二页。1.交通运输领域FordFordCenterforthePerformingArts第十五页，共三十二页。1.交通运输领域FordTheFordCenterforthePerformingArtspremieredin1998aspartoftheextensiveTimesSquarerenewalproject.第十六页，共三十二页。1.交通运输领域acela(AmTrak)EngineNo.2006,onthewaytoUnionStation第十七页，共三十二页。1.交通运输领域Amtrak1999年，美国速度最快的列车150英里/小时品牌=市场声誉+承诺+顾客体验定位、视觉识别特征开发、营销传播等自我发现、风景、放松、浪漫和爱好交际第十八页，共三十二页。1.交通运输领域说到航空公司，印象深刻的是哪一家？为什么？第十九页，共三十二页。1.交通运输领域SingaporeAirline识别特征着装与发型第二十页，共三十二页。2.AuntieAnne's,Inc.地点香味出炉时间：半小时内特征字体第二十一页，共三十二页。3.技术产品 Atonepoint,everyonethoughttheEarthwasflat.GetthefactsaboutWindowsVista探索未知领域Q.需求层次属于？——认识和理解的需求第二十二页，共三十二页。4.工业产品 听觉标语IntelInside第二十三页，共三十二页。5.新闻的娱乐性增强第二十四页，共三十二页。6.咨询、医药和其他专业服务通过象征性语言Q.作为跨国运营的公司，运用象征性语言的优势？——被所有文化背景的人们所理解Whosaysyoucan’tbebigandnimble?Accenture第二十五页，共三十二页。7.金融产品Startsavingnow.Sothedreamcanbecomereality.Q.需求层次？——自我实现：实现个人理想抱负第二十六页，共三十二页。*个人TheJapanesebrand,SamanthaThavasaisfamousforrecruitmentofforeigncelebritiesaspromotionalmodelsandbagdesigners.2002:the

Hiltonsisters2003:VictoriaBeckham2006topresent:TinsleyMortimer2007topresent:

the

Cruz

Sisters2008:the

Knowlessisters2009topresent:JenniferLopez2011:TaylorMomsen2012:MirandaKerr&川島永嗣第二十七页，共三十二页。三、传统营销研究者视角“不相关特征”&“无意义的差异化”Theprevailingviewisthatsuccessfulproductdifferentiationrequiresdistinguishingaproductorbrandfromcompetitorsonanattributethatismeaningful,relevant,andvaluable.Forexample,Porterdescribesdifferentiationasdevelopingauniquepositiononanattributethatis"widelyvaluedbybuyers"(Porter1985,p.14).第二十八页，共三十二页。三、传统营销研究者视角However,manybrandsalsosuccessfullydifferentiateonanattributethatappearsvaluablebut,oncloserexamination,isirrelevant

tocreatingtheimpliedbenefit.Forexample,Procter&GambledifferentiatesinstantFolger'scoffeebyits"flakedcoffeecrystals"createdthrougha"unique,patentedprocess,"implying(butnotstating)initsadvertisingthatflakedcoffeecrystalsimprovethetasteofcoffee.Infact,theshapeofthecoffeeparticleisrelevantforgroundcoffee(greatersurfaceareaexposedduringbrewingextractsmoreflavor),butitisirrelevantforinstantcoffee:Thecrystalsimplydissolves,soitssurfaceareadoesnotaffectflavor.第二十九页，共三十二页。三、传统营销研究者视角Similarly,AlbertoCulverdifferentiatesitsAlbertoNaturalSilkShampoobyincludingsilkintheshampoo,andadvertisingitwiththeslogan"Weputsilkinabottle"tosuggestauser'shairwillbesilky.However,acompanyspokesmanconcededthatsilk"doesn'treallydoanythingforhair"(Adweek1986).Consumersapparentlyvaluethesedifferentiatingattributeseventhoughtheyare,inonesense,irrelevant.第三十页，共三十二页。三、传