作　　者： ;

机构地区： 天津工业大学管理学院

出　　处： 《河北经贸大学学报（综合版）》 2011年第3期8-12,共5页

摘　　要： 营销的核心在于"定位"与"传播",体验营销同样依赖体验传播传递其价值。在目前市场过度竞争、大众媒体的可信度下降的环境下,口碑因其可信性、低成本、互动性、有效性等特点和优势,逐渐成为企业体验营销最佳的传播媒介与提高经营绩效的有效手段。 The core of marketing lies in ＂positioning＂ and ＂spreading＂, and experiential marketing depends on experience spread delivering experience value. Under the circumstances of over-competition in media and credibility decrease of public media, word of mouth is the best media choice for experiential marketing owing to its advantages, such as credibility, low cost interaction and effectiveness. Key factors of driving word-of-mouth marketing, word-of-mouth power of Interact era, and business non-moral behavior of corporate word-of-mouth production are also discussed in the study

关 键 词： 体验营销 体验传播 现代口碑

领　　域： [经济管理—企业管理] [经济管理—国民经济]