体验营销在文创产品中的应用研究.doc

摘要
随着社会的发展，全球的经济形态也逐渐开始向体验经济的方向发展，理论的发展、社会经济的进步、社会生活方式的变化也进一步推动了体验营销，而我国对体验经济仍然是在表面上的理解，在实际中仍然把它作为一种传统营销方式的战术性策略来运用，本文的目的主要是针对如何利用体验营销进行更好的宣传、销售文创产品的问题进行探讨。在发现问题解决问题的过程中运用了文献研究法、问卷调查法、案例分析法来穿插其中，本文通过对文创产品体验营销现状等各个方面的深入分析研究发现文创产品存在没有新意、文化内涵缺失、设计不新颖等问题，并且文创产品在运用体验营销策略时没有很好的融合，导致顾客体验感不高等问题。针对这些问题本文从感官式体验营销策略、情感式体验营销策略、行动式体验策略等体验营销策略的实施过程方面提出一些较为客观全面的参考性意见，为以后文创产品的发展提供一些新的思路。运用从大众的需求出发，更好地让大众体验个性化的文创产品，和大众互动交流，为文创产品的问题进行探讨。
关键词：文创产品；体验营销；故宫文创；体验营销策略的实施

Abstract
Withthedevelopmentofthesociety,theshapeoftheglobaleconomyalsograduallybegantodevelopinthedirectionoftheexperienceeconomy,thedevelopmentofthetheory,theprogressofsocialeconomy,thesociallifestylechangesalsofurtherpromotetheexperiencemarketing,andtheunderstandingoftheexperienceeconomyisstillonthesurface,inpractice,stilluseitasatacticalstrategytousethetraditionalmarketingway,thepurposeofthisarticleismainlyaimedathowtomakeuseofexperiencemarketingforbetterpropaganda,salesandproductproblemswerediscussed.Problemsolvingproblemshavebeenfoundintheprocessofusingtheliteratureresearch,questionnaireinvestigation,caseanalysisinterwoven,thisarticlethroughtomanyaspects,suchaswengenproductsexperiencemarketingpresentsituationin-depthanalysisofthestudyfoundthatarticleandtheproductisnotnew,theproblemssuchaslackofculturalconnotation,noveldesign,andwengenproductsnotgoodfusionwhenapplyingtheexperiencemarketingstrategy,customerexperienceisnothigh.Inviewoftheseproblems,thispaperputsforwardsomeobjectiveandcomprehensivereferenceopinionsontheimplementationprocessofexperientialmarketingstrategiessuchassensoryexperientialmarketingstrategies,emotionalexperientialmarketingstrategiesandactionexperientialmarketingstrategies,soastoprovidesomenewideasforthedevelopmentofculturalandcreativeproductsinthefuture.Basedontheneedsofthepublic,wecanbetterletthepublicexperiencepersonalizedculturalandcreativeproducts,interactwiththepublic,anddiscusstheproblemsofculturalandcreativeproducts.

Keywords:cultureandcreativeproducts;experiencemarketing;Culturalcr