CAJ | 학술논문

体验经济时代，企业开始运用创新营销策略，肯德基公司的“谁能代表肯德基”投票广告就是一个鲜活的例子。体验经济时代企业营销环境发生变化：企业竞争白热化、消费者需求出现新特征、现代科技导致消费者联系日趋密切。企业营销策略的创新包括广泛开展体验式营销、利用移动社交媒体开展口碑营销、实施个性化营销和使用事件营销。
체험경제시대，기업개시운용창신영소책략，긍덕기공사적“수능대표긍덕기”투표엄고취시일개선활적례자。체험경제시대기업영소배경발생변화：기업경쟁백열화、소비자수구출현신특정、현대과기도치소비자련계일추밀절。기업영소책략적창신포괄엄범개전체험식영소、이용이동사교매체개전구비영소、실시개성화영소화사용사건영소。
In experience economy era,enterprises uses innovative marketing strategy,and KFC“who can represent KFC”advertisement is a vivid example. Enterprise marketing environment changes in experience economy era,enter-prise competition heats up,consumer demand has new features,modern science and technology makes consumers con-nected closly. The innovation of the enterprise marketing strategy includes experiential marketing,use of mobile social media for marketing,personalized marketing and event marketing.