论文总字数：17367字

摘 要

随着中国商业化经济地不断发展，商业化的经济形态也逐渐发生改变，慢慢地从服务经济、商品经济发展至体验化经济浪潮的到来，新的经济形态主要以客户为核心，将商品当做载体，把服务做成全新的经济形态。在很多常见的营销方式中，体验式营销的手段能够在消费过程中给予顾客前所未有的体验，因此体验式营销的手段也受到很多企业的关注。作为复合型行业中发展最成功的企业，无印良品能够为消费者带来实用性强的商品，还能够为顾客提供种类齐全的各类产品，更是充分运用体验式营销的方式满足了顾客的精神需要，从而获得成功。本文通过概述体验式营销的由来以及其发展的背景，再通过无印良品利用体验式营销这种新型的营销模式之后所走的发展历史的过程，分析无印良品开展体验营销的必要性和价值性，着重对无印良品的体验式营销策略与营销实施过程中出现的问题更进一步探索研究，分析出体验式营销再无印良品体现的利与弊，为提升无印良品的市场竞争力提出针对性建议，也为未来体验式营销想要在市场上站稳脚跟和未来发展趋势做出了分析。

关键词：无印良品；体验式营销；无印良品；个性化需求

Experiential Marketing Take Muji As An Example

Abstract

With the continuous development of China"s commercialized economy, the commercialized economic form has gradually changed from service economy and commodity economy to experiential economy. The new economic form mainly takes the customer as the core, takes the commodity as the carrier, and makes the service into a new economic form. In many common marketing methods, experiential marketing means can give customers unprecedented experience in the process of consumption, so experiential marketing means are also concerned by many enterprises. As the most successful enterprise in the compound industry, MUJI products can not only bring practical goods to consumers, but also provide customers with a full range of products. It also makes full use of experiential marketing to meet the spiritual needs of customers, so as to achieve success. This paper summarizes the origin and development background of experiential marketing, and then analyzes the necessity and value of experiential marketing of Muji through the development history of Muji"s new marketing mode of experiential marketing, focusing on the further exploration and Research on the experiential marketing strategy and the problems in the marketing implementation process of Muji, This paper analyzes the advantages and disadvantages of experiential marketing MUJI products, and puts forward some suggestions to improve the market competitiveness of MUJI products. It also analyzes the future development trend of experiential marketing in the market.

Keywords: MUJI; Experiential Marketing; Personalized Demand

目 录

摘 要 I

Abstract II

第一章 绪 论 4

1.1 研究背景 4

1.2 研究目的及意义 4

1.3 研究内容及方法 2

1.4 论文框架 2

第二章 体验式营销研究的文献综述 4

2.1 国外文献综述 4

2.2 国内文献综述 4

第三章 体验式营销发展现状分析.................................................................................................................5

3.1 体验式营销在我国现状......................................................................................................................5

3.2 体验式营销发展现状的原因分析.......................................................................................................6

3.2.1 营销理念的滞后..........................................................................................................................6

3.2.2 体验式营销实施过程中缺乏系统性...........................................................................................6

3.2.3 顾客参与度较低..........................................................................................................................6

3.3 体验式营销发展前景分析...................................................................................................................6

3.3.1 科学技术的飞速发展为体验式营销提供技术支撑.....................................................................6

3.3.2 激烈市场竞争环境为体验式营销提供广阔市场.........................................................................6

3.3.3 经济的不断发展促进体验经济的到来.........................................................................................6

第四章 无印良品的体验式营销 6

4.1 体验式营销的概念 6

4.2 无印良品体验式营销的优势之处 6

4.3 无印良品体验式营销的不足之处 7

第五章 无印良品体验式营销的策略和建议 9

5.1 无印良品体验式营销的策略 9

5.2 无印良品体验式营销的建议 9

第六章 未来体验式营销的发展趋势 11

6.1 闲置空间的利用潜力 11

6.2 体验式店铺社区化 11

6.3 体验式营销设计民主化 11

结 论 12

参考文献 13

致 谢 14

第一章 绪 论

1.1 研究背景

随着社会市场经济不断的发展和进步，还有互联网的迅速崛起，如果企业只是想通过自身产品的影响力占据市场，会显得更加困难。随着产品同质化现象的愈发严重，企业之间的竞争也越来越激烈，都希望争夺到更多的消费群体，这时企业的营销管理方向可以朝着人文因素方面进行发展。市场里各行各业的营销模式和策略都在不断的创新，市场格局的不断变动，使得消费者对企业的发展会产生巨大影响力，此时消费群体的重要性愈发的明显。而现在越来越的顾客开始倾向在网上进行销售和进行交易，导致了线下市场占的比例开始逐渐变少。所以为了重新吸引市场的注意，出现了以体验式营销为首的有效营销模式方式。

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