体验营销Wk2体验营销的幅度和范围_stu

单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,体验营销的幅度和范围,1,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,2,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,3,马斯洛需求层次理论,Basic Needs or Physiological Needs,- these are somewhat obvious and necessary for basic human survival. Without food, air, drink, warmth and sleep, the human body cannot continue to function.,Safety Needs,- Once physical needs are somewhat satisfied, focus on safety needs take precedence and dominate our behavior. These needs being satisfied quell our need for an orderly predictable world where unfairness and inconsistency are under control.,Belongingness and the Need for Love,- Once basic and safety needs are met, human needs become social and involve a need for acceptance and to love and be loved. If these elements are absent, social anxiety and depression can arise.,Esteem Needs,- This level is is attained when individuals feel comfortable with what they have accomplished from a success and status standpoint.,4,马斯洛需求层次理论,Cognitive Needs,- At this point, we feel a need to increase our intelligence and we chase knowledge to gain a better understanding of the world around us. We now feel a need to explore and desire new experiences.,Aesthetic Needs,- With the previous needs satisfied, we now find we need to refresh ourselves with the presence of beauty, nature, art, music and the other aesthetically beautiful things the world has to offer. This leads to a beautiful feeling of intimacy and oneness with nature and everything beautiful.,Self-actualization,- This is our instinctual need as humans to make the most of our abilities and to strive to be the best we can be. Quoting Maslow What a man can be, he must be. It is also at this level that individuals experience extraordinary moments called Peak Experiences which include transpersonal and ecstatic states tinged with themes of euphoria, harmonization and interconnectedness.,Transcendence,- Having personally self-actualized, there is a desire to help others self-actualize. In doing so, we connect with something beyond the ego and we experience states beyond normal human consciousness and take things to another level of being.,5,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,6,一、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,7,二、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,8,二、体验营销适用的领域和范围,行业,交通运输,Auntie Annes, 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,9,1.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,10,1.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,11,1.交通运输领域,Jaguar/美洲虎,Jaguar XJ Promotional 1995-97 (x300) featuring new-for-1995 XJ6, XJ12 and XJR models.,宣传点,辉煌荣誉,设计,材料,引擎的技术先进性,人性化触动,12,1.交通运输领域,Jaguar/美洲虎,print ad for the 1998 Jaguar XJR.,The Jaguar XJR is the fastest automatic sedan in America. Settle in, embrace the leather and wood wheel, and let its supercharged engine take hold of your soul.,13,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. Jaguar XJR 的目标消费者是哪个年龄段？,14,1.交通运输领域,Ford,Ford Center for the Performing Arts,15,1.交通运输领域,Ford,The Ford Center for the Performing Arts premiered in 1998 as part of the extensive Times Square renewal project.,16,1.交通运输领域,acela (,AmTrak,) Engine No. 2006, on the way to Union Station,17,1.交通运输领域,Amtrak,1999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,18,1.交通运输领域,说到航空公司，印象深刻的是哪一家？为什么？,19,1.交通运输领域,Singapore Airline,识别特征,着装与发型,20,2.,Auntie Annes, Inc.,地点,香味,出炉时间：半小时内,特征字体,21,3. 技术产品,At one point, everyone thought the Earth was flat.,Get the facts about Windows Vista,探索未知领域,Q. 需求层次属于？,认识和理解的需求,22,4. 工业产品,听觉标语,Intel Inside,23,5. 新闻的娱乐性增强,24,6. 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,Who says you cant be big and nimble?,Accenture,25,7.,金融产品,Start saving now. So the dream can become reality.,Q. 需求层次？,自我实现：实现个人理想抱负,26,*个人,The Japanese brand,Samantha Thavasa,is famous for recruitment of foreign celebrities as promotional models and bag designers.,2002: theHilton sisters,2003: Victoria Beckham,2006 to present:,Tinsley Mortimer,2007 to present: theCruzSisters,2008: theKnowles sisters,2009 to present: Jennifer Lopez,2011: Taylor Momsen,2012: Miranda Kerr&川島永嗣,27,三、传统营销研究者视角,“不相关特征” & “无意义的差异化”,The prevailing view is that successful product,differentiation,requires distinguishing a product or brand from competitors on an,attribute,that is,meaningful, relevant, and valuable,. For example, Porter describes differentiation as developing a unique position on an attribute that is widely valued by buyers (Porter 1985, p. 14).,28,三、传统营销研究者视角,However, many brands also successfully differentiate on an attribute that appears valuable but, on closer examination, is,irrelevant,to creating the,implied benefit,.,For example, Procter & Gamble differentiates instant Folgers coffee by its flaked coffee crystals created through a unique, patented process,implying,(but not stating) in its advertising that flaked coffee crystals improve the taste of coffee. In fact, the shape of the coffee particle is relevant for ground coffee (greater surface area exposed during brewing extracts more flavor), but it is irrelevant for instant coffee: The crystal simply dissolves, so its surface area does not affect flavor.,29,三、传统营销研究者视角,Similarly, Alberto Culver differentiates its Alberto Natural Silk Shampoo by including silk in the shampoo, and advertising it with the slogan We put,silk,in a bottle to,suggest,a users hair will be,silky,. However, a company spokesman conceded that silk doesnt really do anything for hair (Adweek 1986). Consumers apparently value these differentiating attributes even though they are, in one sense, irrelevant.,30,三、传统营销研究者视角,Our results show that meaningless differentiation is valued by consumers in a surprising number of situations. For example, meaningless differentiation is valued even if the differentiated brand is priced above all others and, more surprisingly, in some cases,increasing price,actually can increase preference for the differentiated brand. Furthermore, the competitive advantage created by adding an irrelevant attribute can be sustained even if consumers acknowledge that the differentiating attribute is irrelevant.,Q. 产品同质性非常高的情况下，为什么稍高的价格会吸引更多消费者？,31,