全部 标题 作者
关键词 摘要

OALib Journal期刊
ISSN: 2333-9721
费用:99美元

查看量下载量

相关文章

更多...

“谷子经济”中基于体验营销的消费者价值创造研究
Research on Consumer Value Creation Based on Experience Marketing in the “Grill Economy”

DOI: 10.12677/ecl.2025.144904, PP. 420-425

Keywords: 谷子经济,体验营销,消费者,价值理论
Grill Economy
, Experiential Marketing, Consumer, Value Theory

Full-Text   Cite this paper   Add to My Lib

Abstract:

本研究旨在探讨谷子经济中体验营销对消费者价值创造的影响。通过对谷子产业的市场环境和消费者行为进行分析,本文构建了体验营销与消费者价值创造之间的关系模型。研究发现,体验营销通过提供感官体验、情感体验、思考体验、行动体验和关联体验,能够有效提升消费者的实用价值、情感价值、社会价值和情境价值。研究还指出,谷子企业应注重产品差异化、文化内涵挖掘、互动体验设计和个性化服务,以促进消费者价值的创造。此外,本研究提出了相应的策略建议,为谷子经济中的企业实施体验营销提供了理论指导和实践参考。
This study aims to explore the impact of experiential marketing on consumer value creation in the grill economy. By analyzing the market environment and consumer behavior of the millet industry, this article constructs a relationship model between experiential marketing and consumer value creation. Research has found that experiential marketing can effectively enhance consumers’ practical value, emotional value, social value, and situational value by providing sensory experience, emotional experience, thinking experience, action experience, and relational experience. The study also suggests that grill economy should focus on product differentiation, cultural connotation exploration, interactive experience design, and personalized services to promote the creation of consumer value. In addition, this study proposes corresponding strategic recommendations, providing theoretical guidance and practical reference for enterprises in the millet economy to implement experiential marketing.

References

[1]  苏叶. 风起“谷圈” [J]. 中国服饰, 2024(12): 89-95.
[2]  张姝. “谷子经济”: 小周边, 新商业[J]. 现代商业银行, 2024(24): 4.
[3]  华建新, 王丹. 短视频营销质量对消费者旅游意愿的影响——基于临场感和心流体验的链式中介[J]. 商业经济研究, 2024(12): 77-80.
[4]  邵金花, 赵美玲. 体验营销视域下安徽老字号品牌竞争力提升策略研究[J]. 中国商论, 2024(10): 20-24.
[5]  李曦. 品牌价值视域下直播对消费者购买体育用品意愿的影响[J]. 文体用品与科技, 2024(12): 64-66.
[6]  凌静, 崔遥, 梁建芳. 商品价值对消费者服装在线购买意愿的影响[J]. 纺织科技进展, 2024(12): 33-36.

Full-Text

Contact Us

service@oalib.com

QQ:3279437679

WhatsApp +8615387084133