体验经济时代如何.doc

体验经济时代如何 激发图书展会的消费需求 学　　院：影视艺术技术学院 专　　业：广告学 学生姓名：戴逸琳 学　　号指导老师：张敏 教授 目　录 摘要 3 ABSTRACT 4 一、绪论 6 二、文献综述 9 三、国内外书展现状及成功经验 15 四、图书展会消费需求的探索 20 五、基于体验理念的书展经营推广策略 26 六、结论 33 参考文献 34 致谢 36 附录 图书展会消费需求及购买因素调查问卷 37 摘　要 传统的图书营销手段在当前市场经济竞争中正面临着巨大困扰，如何才能逐步摆脱困境，需要从营销理念和手段上有所创新。在市场经济迅速发展的今天，体验经济理念以其显著的竞争优势，被越来越多的会展主办方所接受。体验营销策略在国外书展中的大量运用让我们看到了国内书展的不足。面对互联网的强烈冲击和人们追求个性化的消费心理，国内书展如何在体验理念的指导下拓展营销领域，拉动消费需求已成为当务之急。 本文即以图书展会作为具体研究对象，在分析国内外书展现状并借鉴国外书展成功经验的前提下，提出以消费需求特点和消费者购买动机为基础，运用体验营销手段使国内书展得到改进和提高的经营推广策略。论文首先对体验经济和消费需求的相关研究成果进行了梳理，为书展体验营销提供理论依据；其次对国内外图书展会的现状进行了分析，探讨值得借鉴的国外书展成功经验；再次，运用市场调研方法，了解消费者的实际需求、购买动机和书展信息传播渠道，并结合体验经济理念，构建书展消费需求与购买因素模型；最后运用体验营销方法，从展前、展中、展后三个阶段对改进国内书展营销策略提出建议，希望能够给书展的未来发展提供帮助。 本文的创新点在于，把消费者需求和购买动机按程度划分为感知、情感、思考、行动和关联五类，并据以建立书展消费需求与购买因素模型。感知因素主要在展前宣传中起作用，关联因素对消费者再次参展的决策产生影响，而情感、思考、行动因素发生在书展现场，是发挥体验营销的最佳时机，有必要引起书展主办方的关注。 关键词：体验经济 图书展会 消费需求 体验营销 ABSTRACT In the fierce market economy competition, traditional book marketing means are facing great puzzles. New sales ideas and strategy become key of victory if we want to get out from the shadow of difficulties. With the development of market economy, the idea of experiential economy is accepted by more and more exhibition organizers because of its obvious competitive advantages. The strategies of experiential economy are widely used in foreign countries and make us see the apparent shortcomings of book show in China. In the face of Internet striking and consumption psychology which pursue personality, we need to explore marketing strategies and increase consumption demand by using the idea of experiential economy. This article takes book show as the research object, bases on characteristics of consumption demands and purchasing motives, and concludes that book show in China can be improved by experiential marketing strategies. The main content of this article are divided into four parts. Firstly, the article sums up theories about experiential economy and consumption demands. Secondly, the experience abou