体验经济下的文化创意产品营销策略以国学机的体验营销为例.doc

体验经济下的文化创意产品营销策略 以“国学机”的体验营销为例 黄小琴 江西科技师范大学文学院 体验经济为企业营销带来新的营销模式。同时，广受关注的文化创意产品是以内 容为内核，发挥创意力去设计制作的产品，本质特征在于满足消费者的精神消 费体验需耍。传统的营销模式己不能满足文化创意产品的营销需要，而文化创意 产品的木质特征，与体验营销存在内在的一致性。木文以国学机的体验营销为例， 从体验营销的5Es理论出发，提出文化创意产品的体验营销策略。研宄表明：文 化创意产品的体验营销需要观念创新，区分体验对象与文化主题的体验策略;多 维度、多样化、多媒体融合的情境与事件营销策略;全方位整体浸入、口碑传播 管理的浸入与印象管理策略;并且，各元素之间互相影响，相互作用，形成一个 完整的体验营销策略系统。 关键词： 体验营销;文化创意产品;国学机;营销策略; 黄小琴，江西科技师范大学文学院副教授，研宂方向为文化传播。 （江西南昌330018） 基金：江丙省艺术规划项目“传播娱乐化与文化创意产业发展”（项目编 号：YG2011077） Abstract： Experience economy brings new marketing model for enterprise marketing. At the same time, the cultural and creative products of wide concern are products designed and produced with the content as the core and the creative power. The essential feature is to satisfy the needs of consumers’ spiritual consumption experience. The traditional marketing model cannot meet the marketing needs of cultural and creative products, and the essential characteristics of cultural and creative products are in line with the experiential marketing. This article takes the experience marketing of Chinese culture machine as an example, and from the 5 Es theory of experiential marketing， puts forward the experience marketing strategy of cultural and creative products. Research shows that: the experiential marketing of cultural creative products requires the concept-innovative experience strategy to distinguish experiencing objects and cultural themes, context and event marketing strategy with the integration of multi-dimensions, diversification and multimedia, and immersion and impression management strategy of omni-directional immersion and word-of-inouth management, which interact with each other to form a complete system of experience marketing strategy. Keyword： experiential marketing; cultural and creative products; Chinese learning machine; marketing strategy; 一、引言 体验经济是21世纪一种全新的经济形态，己经逐渐成为继服务经济之后的又一 个经济发展阶段m。体验经济对企业营销提出/新的要求。消费者在进行消费 时不再仅仅关注商品的作用和价格，而更在意精神体验与追求，体验成为企业 营销中非常重耍的一种策略。与此同时，文化创意产业的兴起及不断发展也深受 体验经济的影响，各文