体验营销理念在城市营销中的运用

在城市竞争愈加激烈的今天,城市营销已经成为众多城市经营者关注和经常采用的手段。城市营销与企业营销不同,企业营销的一些理论不能直接为城市营销所用,但是其营销的理念却是城市营销的有力指导。在体验经济时代,城市管理经营者要充分理解和运用体验营销的理念,力求做到:明确营销思路,使城市消费者有正确的体验;全民参与营销,使城市消费者有真实的体验;注重文化建设,使城市消费者有深刻的体验;系统连贯营销,使城市消费者有良好的体验。

Experience Marketing Idea in City Marketing Utilization

The increasingly fierce inter-city competition today, city marketing has be- come a concern of many operators and the city is frequently used tool. City market- ing and marketing is different, the theo- ries of marketing cannot be used directly, and however, the idea of marketing is a powerful guidance for city marketing. In the experience economy era, city operators should understand and use the concept of experiential marketing, and realize market- ing ideas clearly, so that the consumers have the right experience; should mobilize the people, so that consumers have the authentic experience; should focus on ur- ban culture, urban consumers have a pro- found experience; should note the consis- tency of the process, long-term continuity, so that the consumers have a good experience.