摘要:随着体验企业界的重视,相关的研究也较多,但是比较零散。通过对相关 key words:customer experience; pectination; measurement; brand equity

体验有两种词性,一是动词,强调体验是一种经历和过程;二是名词,强调体验是一种感觉。阿尔温•托夫勒(1970)最早提出“体验”这一经济术语,并根据环境的不同将体验分为模拟环境的体验和真实环境的体验,提出经济企业相关活动所产生的反应;从心理学角度对顾客体验概念界定的观点,其实质是将顾客体验理解为顾客个体的感知、感受。同时,我们可以看到企业如何应用体验营销提出建议;祝合良(2003)从零售行业的角度出发,阐述了企业要重视体验的必要性,并提出实施顾客体验和顾客体验管理的措施;董妍(2007)分析如何在零售终端开展体验营销。
汽车行业:宋文燕(2006)、郭建平(2007)、李英(2007)研究了在汽车行业如何应用体验营销来促进我国汽车行业的快速 [3] bernd h. schmitt . experiential marketing[j].journal of marketing management,1999,15(1-3):53-67.
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