体验营销研究前沿评介
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外国经济与管理 2010 年 第 32 卷第 08 期, 页码：42 - 50
摘要
参考文献
摘要
近年来,体验营销受到了营销学者与实务人士的共同关注。本文在厘清消费及营销研究中体验概念的基础上,讨论了体验的维度结构,评介了体验营销相关概念的测量、"怀旧"等特殊体验现象、体验营销相关变量之间的关系等方面的实证研究成果,探析了体验营销管理框架,并对未来的研究方向进行了展望。
⑥贝恩公司在其网站上发布的一篇题为《让消费者成为你的铁杆球迷》的报告提供了这一数据。参见:http://www.bain.com.cn/news.php?act=show&id=120。
[1]Caru,A,and Cova,B.Revisiting consumption experience:A more humble but complete view of the concept[J].MarketingTheory,2003,3(2):267-286.
[2]Holbrook,M,and Hirschman,E.The experiential aspects of consumption:Consumer fantasies,feeling and fun[J].Journal ofConsumer Research,1982,9(2):132-140.
[3]Addis,M,and Holbrook,M.Onthe conceptual link between mass customization and experiential consumption:An explosion ofsubjectivity[J].Journal of Consumer Research,2001,1(1):50-66.
[4]Pine II,B J,and Gil more,J H.Welcome to the experience economy[J].Harvard Business Review,1998,76(4):97-105.
[5]Schmitt,B H.Experiential marketing[J].Journal of Marketing Management,1999,15(1):53-67.
[6]Tynan,Caroline,and McKechnie,Sally.Experience marketing:Areviewand reassessment[J].Journal of Marketing Manage-ment,2009,25(5/6):501-517.
[7]Schmitt,B H.The concept of brand experience[J].Journal of Brand Management,2009,16(7):417-419.
[8]Brakus,J J,Schmitt,B H,and Lia Zarantonello.Brand experience:What isit?Howisit measured?Doesit affect loyalty?[J].Journal of Marketing,2009,73(3):52-68.
[9]Eeva-Katri Ahola.Howis the concept of experience definedin consumer culture theory?Discussing different frames of analysis[J].Kuluttajatutki mus Nyt,2005,1:91-98.
[10]Meyer,Christopher,and Schwager,Andre.Understanding customer experience[J].Harvard Business Review,2007,85(6):117-126.
[11]Frow,P,and Payne,A.Special issue papers:Towards the perfect customer experience[J].Brand Management,2007,15(2):89-101.
[12]Sameer Hosany,and Mark Witham.Di mensions of cruisers’experiences,satisfaction,andintentionto recommend[R].Work-ing Paper So MWP-0905,School of Management,Royal Holloway University of London,2009.
[13]Chiara Gentile,Nicola Spiller,and Giuliano Noci.Howto sustain the customer experience:An overviewof experience compo-nents that co-create value with the customer[J].European Management Journal,2007,25(5):395-410.
[14]Francesca Bassi.Experiential goods and customer satisfaction:An application to fil ms[J].Quality Technology&QuantitativeManagement,2010,7(1):51-67.
[15]Caru,A,and Cova,B.Howtofacilitatei mmersionin a consumption experience:Appropriation operations and service elements[J].Journal of Consumer Behaviour,2006,5(1):4-14.
[16]Holbrook,M.Consumption experience,customer value,and subjective personal introspection:Anillustrative photographic es-say[J].Journal of Business Research,2006,59(6):714-725.
[17]Goode,Miranda R,Darren WDahl,and C Page Moreau.The effect of experiential analogies on consumer perceptions and atti-tudes[J].Journal of Marketing Research,2010,47(2):274-286.
[18]Payne,Adrian,Storbacka,Kaj,Frow,Pennie,and Knox,Si mon.Co-creating brands:Diagnosing and designing the relation-ship experience[J].Journal of Business Research,2009,62(3):379-389.
[19]Toni Hilton.Lest we forget the customer experience:The dark side of S-D Logic within the consumer services context[EB/OL].http://www.anzmac2008.org/_Proceedings/PDF/S15/Hilton%20S8%20S4%20P2%20.pdf,2008.
[20]Michael Morgan,J rgen Elbe,and Javier de Esteban Curiel.Has the experience economy arrived?The views of destinationmanagers in three visitor-dependent areas[J].International Journal of Tourism Research,2009,11(2):201-216.
[1]Caru,A,and Cova,B.Revisiting consumption experience:A more humble but complete view of the concept[J].MarketingTheory,2003,3(2):267-286.
[2]Holbrook,M,and Hirschman,E.The experiential aspects of consumption:Consumer fantasies,feeling and fun[J].Journal ofConsumer Research,1982,9(2):132-140.
[3]Addis,M,and Holbrook,M.Onthe conceptual link between mass customization and experiential consumption:An explosion ofsubjectivity[J].Journal of Consumer Research,2001,1(1):50-66.
[4]Pine II,B J,and Gil more,J H.Welcome to the experience economy[J].Harvard Business Review,1998,76(4):97-105.
[5]Schmitt,B H.Experiential marketing[J].Journal of Marketing Management,1999,15(1):53-67.
[6]Tynan,Caroline,and McKechnie,Sally.Experience marketing:Areviewand reassessment[J].Journal of Marketing Manage-ment,2009,25(5/6):501-517.
[7]Schmitt,B H.The concept of brand experience[J].Journal of Brand Management,2009,16(7):417-419.
[8]Brakus,J J,Schmitt,B H,and Lia Zarantonello.Brand experience:What isit?Howisit measured?Doesit affect loyalty?[J].Journal of Marketing,2009,73(3):52-68.
[9]Eeva-Katri Ahola.Howis the concept of experience definedin consumer culture theory?Discussing different frames of analysis[J].Kuluttajatutki mus Nyt,2005,1:91-98.
[10]Meyer,Christopher,and Schwager,Andre.Understanding customer experience[J].Harvard Business Review,2007,85(6):117-126.
[11]Frow,P,and Payne,A.Special issue papers:Towards the perfect customer experience[J].Brand Management,2007,15(2):89-101.
[12]Sameer Hosany,and Mark Witham.Di mensions of cruisers’experiences,satisfaction,andintentionto recommend[R].Work-ing Paper So MWP-0905,School of Management,Royal Holloway University of London,2009.
[13]Chiara Gentile,Nicola Spiller,and Giuliano Noci.Howto sustain the customer experience:An overviewof experience compo-nents that co-create value with the customer[J].European Management Journal,2007,25(5):395-410.
[14]Francesca Bassi.Experiential goods and customer satisfaction:An application to fil ms[J].Quality Technology&QuantitativeManagement,2010,7(1):51-67.
[15]Caru,A,and Cova,B.Howtofacilitatei mmersionin a consumption experience:Appropriation operations and service elements[J].Journal of Consumer Behaviour,2006,5(1):4-14.
[16]Holbrook,M.Consumption experience,customer value,and subjective personal introspection:Anillustrative photographic es-say[J].Journal of Business Research,2006,59(6):714-725.
[17]Goode,Miranda R,Darren WDahl,and C Page Moreau.The effect of experiential analogies on consumer perceptions and atti-tudes[J].Journal of Marketing Research,2010,47(2):274-286.
[18]Payne,Adrian,Storbacka,Kaj,Frow,Pennie,and Knox,Si mon.Co-creating brands:Diagnosing and designing the relation-ship experience[J].Journal of Business Research,2009,62(3):379-389.
[19]Toni Hilton.Lest we forget the customer experience:The dark side of S-D Logic within the consumer services context[EB/OL].http://www.anzmac2008.org/_Proceedings/PDF/S15/Hilton%20S8%20S4%20P2%20.pdf,2008.
[20]Michael Morgan,J rgen Elbe,and Javier de Esteban Curiel.Has the experience economy arrived?The views of destinationmanagers in three visitor-dependent areas[J].International Journal of Tourism Research,2009,11(2):201-216.
引用本文
贺和平, 刘雁妮, 周志民. 体验营销研究前沿评介[J]. 外国经济与管理, 2010, 32(8): 42–50.
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