CAJ | 학술논문

本文认为，随着体验经济的来临，人们的消费不再仅仅满足于获得更多的物质产品与获得产品本身，而是更多地考虑商品的象征意义和象征功能，更加注重通过消费获得个性的满足，维持顾客对企业的忠诚度成为企业面临的一个十分严峻的问题。文章提出，体验营销下顾客忠诚度除受消费情感、转换成本、关系信任和竞争替代者吸引力等因素影响外，还与企业体验需求的准确识别、顾客的参与程度及企业与顾客之间的沟通情况有关。企业要想获得竞争优势，必须认真分析顾客心理，采用体验营销组合策略，通过品牌营销、情感营销、顾客体验管理来提高顾客忠诚度。
본문인위，수착체험경제적래림，인문적소비불재부부만족우획득경다적물질산품여획득산품본신，이시경다지고필상품적상정의의화상정공능，경가주중통과소비획득개성적만족，유지고객대기업적충성도성위기업면림적일개십분엄준적문제。문장제출，체험영소하고객충성도제수소비정감、전환성본、관계신임화경쟁체대자흡인력등인소영향외，환여기업체험수구적준학식별、고객적삼여정도급기업여고객지간적구통정황유관。기업요상획득경쟁우세，필수인진분석고객심리，채용체험영소조합책략，통과품패영소、정감영소、고객체험관리래제고고객충성도。
With the arrival of experience economy, the conception of consumption of modem society people no longer stays only in getting more physical products and product itself. On the contrary, consumer purchases the commodity out of more and more consideration on the symbolic meaning and the symbolic function of commodity. Namely, people pay more attention to obtaining satisfaction of the individual character through consuming. So, it will be a very severe problem to maintain customer＇s loyalty to enterprises under the experiencing marketing. This article finds out the countermeasure of improving customer＇s loyalty through elaborating the relevant problems of experience marketing and analyzing the factors which influence customer＇s loyalty under experiencing marketing.