体验营销Wk2体验营销的幅度和范围_stu

体验营销的幅度和范围教学目标•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马斯洛需求层次理论•BasicNeedsorPhysiologicalNeeds-thesearesomewhatobviousandnecessaryforbasichumansurvival.Withoutfood,air,drink,warmthandsleep,thehumanbodycannotcontinuetofunction.•SafetyNeeds-Oncephysicalneedsaresomewhatsatisfied,focusonsafetyneedstakeprecedenceanddominateourbehavior.Theseneedsbeingsatisfiedquellourneedforanorderlypredictableworldwhereunfairnessandinconsistencyareundercontrol.•BelongingnessandtheNeedforLove-Oncebasicandsafetyneedsaremet,humanneedsbecomesocialandinvolveaneedforacceptanceandtoloveandbeloved.Iftheseelementsareabsent,socialanxietyanddepressioncanarise.•EsteemNeeds-Thislevelisisattainedwhenindividualsfeelcomfortablewithwhattheyhaveaccomplishedfromasuccessandstatusstandpoint.马斯洛需求层次理论•CognitiveNeeds-Atthispoint,wefeelaneedtoincreaseourintelligenceandwechaseknowledgetogainabetterunderstandingoftheworldaroundus.Wenowfeelaneedtoexploreanddesirenewexperiences.•AestheticNeeds-Withthepreviousneedssatisfied,wenowfindweneedtorefreshourselveswiththepresenceofbeauty,nature,art,musicandtheotheraestheticallybeautifulthingstheworldhastooffer.Thisleadstoabeautifulfeelingofintimacyandonenesswithnatureandeverythingbeautiful.•Self-actualization-Thisisourinstinctualneedashumanstomakethemostofourabilitiesandtostrivetobethebestwecanbe.QuotingMaslowWhatamancanbe,hemustbe.ItisalsoatthislevelthatindividualsexperienceextraordinarymomentscalledPeakExperienceswhichincludetranspersonalandecstaticstatestingedwiththemesofeuphoria,harmonizationandinterconnectedness.•Transcendence-Havingpersonallyself-actualized,thereisadesiretohelpothersself-actualize.Indoingso,weconnectwithsomethingbeyondtheegoandweexperiencestatesbeyondnormalhumanconsciousnessandtakethingstoanotherlevelofbeing.马斯洛需求层次理论1.生存和生理需求：衣食住行2.安全需求：人身、财产、职业3.社交需求：交际、友谊、归属感4.尊重需求：受到别人认同、自尊、地位和权威5.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6.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7.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一、体验营销的优势1.挽回正在衰退的品牌2.使产品在竞争中实现差异化3.为企业建立起形象和识别特征4.促进创新5.诱导顾客尝试、购买，尤其是赢得顾客忠诚二、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•既定的目标消费者二、体验营销适用的领域和范围行业•交通运输•AuntieAnne's,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1.交通运输领域Jaguar/美洲虎1.电视广告2.平面媒体3.网站：传统、飞跃、发展与新时代4.推广活动1.交通运输领域Jaguar/美洲虎•JaguarXJPromotional1995-97(x300)featuringnew-for-1995XJ6,XJ12andXJRmodels.•宣传点辉煌荣誉设计材料引擎的技术先进性人性化触动1.交通运输领域Jaguar/美洲虎printadforthe1998JaguarXJR.•TheJaguarXJRisthefastestautomaticsedaninAmerica.Settlein,embracetheleatherandwoodwheel,andletitssuperchargedenginetakeholdofyoursoul.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.JaguarXJR的目标消费者是哪个年龄段？1.交通运输领域Ford•FordCenterforthePerformingArts1.交通运输领域Ford•TheFordCenterforthePerformingArtspremieredin1998aspartoftheextensiveTimesSquarerenewalproject.1.交通运输领域•acela(AmTrak)EngineNo.2006,onthewaytoUnionStation1.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？1.交通运输领域SingaporeAirline•识别特征•着装与发型2.AuntieAnne's,Inc.•地点•香味•出炉时间：半小时内•特征字体3.技术产品Atonepoint,everyonethoughttheEarthwasflat.GetthefactsaboutWindowsVista•探索未知领域Q.需求层次属于？——认识和理解的需求4.工业产品•听觉标语•IntelInside5.新闻的娱乐性增强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Whosaysyoucan’tbebigandnimble?Accenture7.金融产品Startsavingnow.Sothedreamcanbecomereality.Q.需求层次？——自我实现：实现个人理想抱负*个人•TheJapanesebrand,SamanthaThavasaisfamousforrecruitmentofforeigncelebritiesaspromotionalmodelsandbagdesigners.•2002:theHiltonsisters•2003:VictoriaBeckham•2006topresent:TinsleyMortimer•2007topresent:theCruzSisters•2008:theKnowlessisters•2009topresent:JenniferLopez•2011:TaylorMomsen•2012:MirandaKerr&川島永嗣三、传统营销研究者视角•“不相关特征”&“无意义的差异化”•Theprevailingviewisthatsuccessfulproductdifferentiationrequiresdistinguishingaproductorbrandfromcompetitorsonanattributethatismeaningful,relevant,andvaluable.Forexample,Porterdescribesdifferentiationasdevelopingauniquepositiononanattributethatiswidelyvaluedbybuyers(Porter1985,p.14).三、传统营销研究者视角•However,manybrandsalsosuccessfullydifferentiateonanattributethatappearsvaluablebut,oncloserexamination,isirrelevanttocreatingtheimpliedbenefit.•Forexample,Procter&GambledifferentiatesinstantFolger'scoffeebyitsflakedcoffeecrystalscreatedthroughaunique,patentedprocess,implying(butnotstating)initsadvertisingthatflakedcoffeecrystalsimprovethetasteofcoffee.Infact,theshapeofthecoffeeparticleisrelevantforgroundcoffee(greatersurfaceareaexposedduringbrewingextractsmoreflavor),butitisirrelevantforinstantcoffee:Thecrystalsimplydissolves,soitssurfaceareadoesnotaffectflavor.三、传统营销研究者视角•Similarly,AlbertoCulverdifferentiatesitsAlbertoNaturalSilkShampoobyincludingsilkintheshampoo,andadvertisingitwiththesloganWeputsilkinabottletosuggestauser'shai