论文总字数：18534字

摘 要

当前普通住宅的智能家居化已经形成一个趋势，符合现代人对舒适，美好，差异化生活的要求。智能家居产品市场正不断扩大，产品越来越智能化，人们想象中智能的家似乎很快就要实现，但是，目前的智能家居销售还是以销售人员介绍，广告宣传等传统销售方式为主，消费者很难切身体验智能家居的便利性，无法试用，无法想象，无法理解智能家居的观念，因此部分消费者处在持币待买阶段。国内各大巨头企业如京东，海尔，华为等纷纷布局智能家居领域，还有一部分专业性，科技性强的中小型创新企业的竞争，如欧瑞博，紫光物联，新和创等，在商品经济向体验经济过渡的环境下，各个公司的智能家居产品如何结合体验营销的特点来创建属于自己的品牌忠诚度，扩大销量提高产品利润很值得关注并研究。

本文通过分析智能家居国内外的发展历程，研究相关体验营销的理论，论证智能家居产品在未来飞速发展的必然性，并发现阻碍其发展的主要问题，分析借鉴成功理论和案例,并实事求是地结合体验营销的手法，如通过产品策略，销售策略，售后策略和体验营销相关策略等方法，运用到智能家居产品的营销中去，使现今消费者理解智能家居，试用并使用产品而达到口碑化营销，综合提出一套相对完整的营销理论。

本文通过整理文献资料，系统介绍智能家居产品的体验式营销研究的发展脉络，找出制约现今该行业发展的因素并提出对应的解决办法，对具体的案例进行实例分析。

关键词：智能家居产品 体验营销 策略

Research on experience marketing strategy of smart home products

Abstract

At present, the smart home furnishing of ordinary residential buildings has become a trend, which is in line with the requirements of modern people for comfort, beauty and differentiated life. The market of smart home products is expanding, and products are becoming more and more intelligent. However, the current smart home sales are mainly based on the sales staff, advertising and other traditional ways of selling. It is difficult for consumers to experience the convenience of smart home. It is impossible to try and imagine, unable to understand the concept of smart home, so they are in the period of buying money to buy. Many big domestic enterprises such as Jingdong, Haier, HUAWEI and so on are laying out the field of smart home, and there are some professional, high-tech and small and medium innovation enterprises, such as Ou Ruibo, purple light, new and creative. In the environment of the transition from the commodity economy to the experience economy, it is worth paying attention and studying how the smart home products of each company combine the characteristics of experience marketing to create their own brand loyalty and expand the sales to improve the profit of the products.

Through the analysis of the development process of smart home home and abroad, this paper studies the theory of related experience marketing, and finds out the main problems that hinder its development, analyzes the successful theories and cases, and combines the experience marketing techniques, such as through the product strategy. The marketing strategy, after sale strategy and experience marketing strategy are applied to the marketing of smart home products to make the consumer understand the smart home, try and use the product to achieve the word of mouth marketing, and put forward a set of relatively complete marketing theory.

This paper systematically introduces the development context of the experiential marketing research of smart home products, finds out the factors that restrict the development of the present industry and puts forward the corresponding solutions, analyses the specific cases, examines the application of theory and practice, provides reference for the related enterprises, and improves the whole The marketing level of the smart home industry.

Key words: smart home products; experience marketing; strategy

目 录

摘要 II

Abstract II

第一章 绪论 1

1.1研究背景 1

1.2研究目的 2

1.3研究意义 2

1.4研究内容及方法 3

第二章 文献综述 5

2.1国内外体验营销研究现状 5

2.2 体验营销的内涵 7

第三章 智能家居系统营销现状分析 11

3.1 智能家居市场分析 11

3.2智能家居企业分析 12

3.3智能家居行业营销模式 13

第四章 智能家居产品的体验式营销设计 16

4.1 产品策略 16

4.2 品牌策略 17

4.3 体验营销感官策略 19

4.4 服务策略 20

第五章 应用案例 22

第六章 结语 26

参考文献 27

第一章 绪论

1.1研究背景

上世纪80年代以来，智能家居发展已经超过三十年，人们对智能的、美好的、高品质的生活一直不懈追求，智能家居随着市场大潮的推动和物联网技术的飞跃不断发展，让智能家居的大规模，高效，高智能的普及成为可能。各大巨头企业，如苹果，海尔，京东，等纷纷压重金布局智能家居及产品，想要抢占该市场千亿甚至到万亿的份额，资金的大量投入正逐步催化智能家居行业的飞速进步。

传统的体验式营销作为智能家居最直观、最可行、最有效的营销方式仍然是家居销售最受欢迎的方式。目前，体验营销主要通过三种方式让消费者参与体验活动，第一种是通过体验店，如宜家家居体验店，华为手机体验店。第二种是参加展会吸引商户。第三种是线下举办的体验活动，如国际家具博览展和广交会等。但是近年来，大众对智能家居大体认识已经不再新鲜了，没有购买或装修的欲望，至今仍未普及。而大部分消费者对现有智能家居的观念是“智能家居装修”，对它的关注点集中在在“装修”一词上，意味着对房子进行大整，整套配备智能家居解决方案，但是会花费大量金钱和时间却不一定如想象中便捷，高昂的代价成为让新房消费者望而却步，让二手房消费者只静观其变。

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