RUHERANGPINPAITIYANYINGXIAOZHANLINGXIAOFEIZHEDEXINZHI？

（ZUOZHE：GONGCHUANGPINPAICEHUAJIGOU）

（BENWENWEIGONGCHUANGPINPAICEHUAJIGOUZHUANJIAYUANCHUANGWENZHANG，RUXUZHUANZAI，QINGYUWOMENLIANXI，BINGZHUMINGCHUCHU。XIEXIE!）

　　近来，“体验营销”很火，特别是马云提出的新零售之后，线上线下体验店，如雨后春笋般蓬勃发展。但是，很多品牌在体验营销实战中，“投资大回报小”的现象比比皆是，产品仍然卖不动，为何体验营销不灵了呢？
　　 笔者认为，体验营销本身没有问题，问题在于：如何做好不一样的品牌体验营销，学会创新至关重要。

　　DAJIAZHIDAO，TIYANZHISHIXIAOFEIZHEHUDONGDESHOUDUAN，RUHEZHANLINGMUBIAOXIAOFEIZHEXINZHI？RUHEZHENZHENGZUODAOPINPAICHAYIHUA？XIAOFEIZHETIYANHOUNENGFOUJIZHUNI？ZHEIXIECHANGSHIWENTI，JIHUBEIHENDUOPINPAICEHUADALEZHE，HENDUOTIYANYINGXIAOWANGWANGCHENGWEIXINDECHANPINZHANSHI，GENGMEIYOUCONG“GUANZHUXIAOFEIZHE”ZHONGTIYANCHULAI，XIAOFEIZHEDANGRANJIUHUIYONGJIAOTOUPIAO，CHANPINZHIXIAOYEBUCHUQILE。

　　LINGRENGAOXINGDESHI，ZUIJINYOUYIXIEZHUMINGPINPAI，ZHUDONGDITIYANYINGXIAOZHENGHECHUANGXIN，JIXIAOFEIZHEERMUYIXIN，ZHIDEDIANZAN。

　　BIRU，ZHONGGUOWEIDAPINPAIJUBANDE“RENXINGTIYANGUAN”HUODONG，TAJIUCAIYONGLEZHENGHEYINGXIAOCHUANGXINMOSHI，DATONGLEXIANSHANG、XIANXIAYUXIAOFEIZHEHUDONGTIYANLUJING，XIANXIAYUZHONGGUOZUIDAMAICHANGDARUNFALIANHE，SHELIMINIKUAISHANDIAN，KUODAXIAOFEIZHETIYANGUANGDU；XIANSHANGYUTIANMAOSHENDUHEZUO，ZENGJIAGOUMAIQUDAOKUANDU，TIGAOPINPAIPUGUANGDU，ZAILIYONGMINGXINGZHIMINGDU，JIAKUAICHUANBOPINPAI，SHIXIANXIANSHANGXIANXIATIYANGOUMAIYITIHUA。

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　　SHUNIANQIAN，WEIDAPINPAICONGCHANPINHEJISHUYOUSHIZHONGTILIANCHU“REN”YUANSU，DAPOLEXINGYETONGZHIHUAFANLI，ZHIJIEJINKOUXIAOFEIZHESHENGHUOYONGZHIDEXUQIU“TONGDIAN”。ZAIYIHOUPINPAITUIGUANGZHONG，“REN”SUQIUCHENGWEILEWEIDAPINPAIYIZHIJIANCHIDEHEXINJIYIN，YI“REN”DECHANPINYOUSHI，YIJI“REN”DEPINPAILINIAN，QIANGZHANLEXIAOFEIZHEDEXINZHIKONGJIAN，YUJINGZHENGZHERUJIEROU、QINGFENG、XINXIANGYINDENGPINPAI，XINGCHENGLEXIAOFEIZHEXINLIRENZHICENGMIANDEQUGE，ZHENZHENGZUODAOPINPAICHAYIHUA。

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　　DANGQIAN，CHULEPINPAIYUELAIYUETONGZHIHUAWAI，SUIZHE90HOU、00HOUDEXIAOFEIDAJUNCHENGZHANG，YIJIHULIANWANG+KEJIDEGAOSUFAZHAN，RENLEIYINGLAILE“GEXINGHUA、ZHINENGHUA、XIAOFEICHUANGFU”XINSHIDAI，YINGXIAOCHANGJINGFASHENGLEBIANGE，KAIQILEXIAOFEIZHEZIWOZHUZAIDE“JINGZHUNYINGXIAO”XINJIYUAN。

　　WOMENZHIDAO，TIYANDIANZUOWEIPINPAIYUJINGZHUNMUBIAOQUNHUDONGTIYANCHANGSUO，WOMENDUIXIAOFEIZHEDESHUJUFENXIYOUQIZHONGYAO，BAOHANXIAOFEIZHEDEXIHAO、QINGGAN、WENHUA、GEXING、XINGWEIDENGZONGHEYINSUFENXI，BINGTILIANCHUCHAYIXINGPINPAISUQIU，ZUODAOYUJINGZHUNXIAOFEIZHE“TONGDIAN”GAODURONGHE，RANGMUBIAOXIAOFEIZHEZHUDONGGUANZHUYUGONGMING，CAINENGDADAOTIYANYINGXIAOZUIDAHUAMUDE。

　　LINGRENYIHANDESHI，ZHONGGUOHENDUOPINPAIXIAZIMOXIANG，QUEFAGAOSHUIPINGPINPAICEHUA，YOUBUYUANYIPINQINGZHUANJIABAMAI，ZAOCHENGCHANPINYANZHONGZHIXIAO。

　　BIRU，WOGANGRENSHIYIWEICONGSHIANFANGXINGYESHIDUONIANDEPENGYOU，JINJINIANLAI，ZHUANXINGZUOXIANSHANGXIANXIADEZHINENGSHEQUPINGTAI，BENLAISHIHENHAOFAZHANQUSHI，YOUYUTAMEIYOUPINPAIZHANLVEGUIHUA，YIJIQUEFAJIANLITIYANDIANDEJINGYAN，XIANXIATIYANDIANGENBENMEIYOUTESE，GENGXIANGSHIZHINENGCHANPINZHANSHITIYAN，YEBUDONGDESHENDUYINGXIAOTUIGUANG，ZAIJIASHANGMANGMUDIKUOZHANG，RUJINMIANLINZIJINLIANDUANLIEWENTI，SHIFENKEXIYA。

　　XIANGFAN，ZAIGUOWAIDETIYANYINGXIAORUHUORUTU，HENDUOPINPAIZHIDEWOMENXUEXI。BIRU，QUANQIUZHUMINGPINPAIYIJIA，JUTONGJI，QUNIANXIAOSHOUBINGQILIN1200WANZHI，SHEIHUIXIANGDAOYIJIATIYANMAICHANGDEBINGQILINRUCICHANGXIAONI？HENDUORENZHIJINBULIJIE，RENWEIZHEISHIBAGANZIBUZHANBIANDESHIYA!

　　DANGWOMENJINYIBULEJIEDEZHI：YIJIACONG“FENGZHONGDINGLV”LILUNZHONGDEDAOQIFA，YIJIADE“FENG”JIUSHIWUYOUSUOZHIDECHANPIN，SHIYONGGAOXIAODEZHANQU，SUIYISHIYONGDETIYAN，MEIWEIBIANJIEDESHIPIN。NEIME“ZHONG”NI？JIUSHICHUKOUCHUNEIGE1YUANDEBINGQILIN。JINGUANZAIYIJIAGOUWUSHI，WOMENYOUHENDUOBUYUKUAIDETIYAN，RUMAIYIJIANJIAJUYEXUYAOZOUWANZHENGGESHANGCHANG、ZIJIZAIHUOJIASHANGZHAOHUOWU、DIANYUANHENSHAODENGDENG，DANSHI，XIAOFEIZHELIUXIALEGOUWUDEKUAILEHEMEISHI，RANGXIAOFEIZHEJIYISHENKE。KEJIAN，YIJIAYANJIUTIYANYINGXIAODEGONGDIFEICHANGSHENHOU。

　　ZONGGUANWOGUOPINPAI，TIYANYINGXIAORENGRANHENCUFANG。BIRU，ZHONGDUOPINPAIYINXING，PAIZHANGDUICHENGWEILEJIACHANGBIANFAN。TONGYANGSHIPAIDUIXIANXIANG，WEISHENMEXINGBAKEPINPAI，XIAOFEIZHEYIZHIXIHUANTANI？ERWOGUOYINXINGPAIDUIXIANXIANG，WEISHENMEHUIZAOCHENGKEHUYANZHONGBUMAN？SHENZHIDAJIAXIANXIANGLEILEIFASHENG，YANZHONGSUNHAILEPINPAIXINGXIANGHEPINPAIZHONGCHENGDU。

　　GENJU“FENGZHONGDINGLV”LILUN，YINXINGKEHUPAIDUIDENGHOUDESHIJIAN，YESHITAMENZUIXIWANGDEDAOYINXINGGUANZHUDESHIHOU，JIUSHI“FENGZHONGDINGLV”ZHONGDE“FENG”，ERKEHULIKAISHI，YINXINGKEFUDEWEIXIAOHUOZHESONGSHANGYIBEIKAFEI，HUOXUJIUSHI“ZHONG”，HENKEXI，CAIDAQICUDEGUOYOUPINPAI，FANYOUGAOGAOZAISHANGDE“SHUSHIBING”，GENBENBUQU“GUANZHUXIAOFEIZHE”，ZHEIZHONGYISHIZAIDUANSHIJIANNEIHENNANGAIBIAN，YEXU，HULIANWANGJINRONGDEDAOLAI，HUIJIASUZHEIZHONGJUMIANDEBIANGE。YINCI，PINPAIQIYEZHIYOUZIJISHENKELIJIE“GUANZHUXIAOFEIZHE”DENEIHAN，BUYIYANGDETIYANYINGXIAOCHUANGXIN，YEXUCAIHUISHUIDAOQUCHENG。

　　正如说“未来己来”。体验营销是己来的营销手段，而未来发展趋势十分明显，未来己来的数字化新时代，正在召唤不一样的体验营销，如何做到理论与实践相结合的创新，给予品牌策划新的课题，我们一直为中国品牌强国梦赋能！