体验营销在汽车品牌传播中的应用

【摘  要】随着社会的富裕、文明、发达，体验式营销应运而生。体验营销的兴起是由于企业在产品质量、服务工作方面已经达到了大多数客户的要求，客户对产品的特色和利益的关注度开始下降，更多地追求更高层次的“特色”和“利益”，即体验。论文就体验营销在汽车品牌传播中的应用进行研究分析。

【Abstract】With the prosperity， civilization and development of society， experience marketing emerges as the times require. The rise of experience marketing is due to the fact that enterprises have met the requirements of most customers in terms of product quality and service work， and customers' attention to the characteristics and interests of products has begun to decline， and they are more in pursuit of higher-level "characteristics" and "interests"， that is， experience. This paper studies and analyzes the application of experience marketing in automobile brand communication.

【關键词】体验营销;汽车品牌;应用

【Keywords】experience marketing; automobile brand; application

【中图分类号】F274                                             【文献标志码】A                                                 【文章编号】1673-1069（2021）01-0156-02

1 引言

如何提升顾客的购买体验，进行有效的汽车销售，是品牌公司和汽车销售人员面临的首要问题。（剩余2880字）