business marketing disney of strategy（迪斯尼的企业营销策略）

BUSINESSMARKETINGDISNEYOFSTRATEGYABSTRACTMCDONALDIZATIONOFCOMMERCIALMARKETINGISFACINGMODECONVERGENCE,COMPETITIONANDSERIOUSHOMOGENIZATIONOFCONFUSION,INTHEEXPERIENCEECONOMYERA,THENEEDTODISNEYOFCOMMERCIALMARKETINGBUSINESSMARKETINGDISNEYOFEXPERIENCEECONOMYISANINEVITABLETREND,ITCANBREAKTHECURRENTIMPASSECOMMERCIALMARKETING,MARKETINGHOMOGENEITYBYOVERCOMINGWEAKNESSWEAKNESSRATHERDULLANDMEMORABLEEXPERIENCETOCONSUMERS,THUSCREATINGCORECOMPETITIVENESSWELLCONCEIVEDTHEME,HIGHLIGHTINGCUSTOMERPARTICIPATION,TOMEETTHEOVERALLEXPERIENCEISTHEDISNEYOFTHEKEYLINEOFBUSINESSMARKETINGDISNEYOFCOMMERCIALMARKETINGSOTHATENTERPRISESINALARGEFIELDOFVIEWTOAVOIDTHEQUICKSUCCESSOFMARKETINGIMPATIENCEANDIMPETUOUS,REALLYINTOTHEHEARTSOFCONSUMERS,ANDESTABLISHLONGTERMPARTNERSHIPSKEYWORDSDISNEYCOMMERCIALMARKETINGOFTHEEXPERIENCEECONOMYBUSINESSASONEOFTHEOLDESTINDUSTRIES,CHINASECONOMYHASNOWBECOMETHEMOSTACTIVEOFTHEMOSTDYNAMICINDUSTRIESNEARLY10YEARS,THECOMMERCIALACTIVITIESDAZZLINGVARIETYOFEMERGINGCOMMERCIALACTIVITIESSUCHASSUPERMARKETS,SPECIALTYSTORES,DISCOUNTSTORES,WAREHOUSESTORES,CONVENIENCESTORES,SHOPPINGCENTERS,MAILORDERSHOPSANDONLINESTORESHAVEEMERGED,ASWELLASTHEORIGINALTRADITIONALFORMATSSUCHASDEPARTMENTSTORES,SPECIALTYANDSOONUNPRECEDENTEDFIERCECOMPETITION,INCREASINGCONVERGENCEOFMARKETINGMODEL,THECOMPETITIONISALSOINCREASINGHOMOGENEITYINTHEMARKETSPACEISGETTINGCRAMPEDCONDITIONS,MANYCOMMERCIALENTERPRISESHAVETOPUTAPRICEWAR,HAVELAUNCHEDFANQUAN,DISCOUNTS,SWEEPSTAKES,SPECIALS,BUYGIFTSANDOTHERPROMOTIONS,ITSEEMSTHEPRICEWARHASBECOMESYNONYMOUSWITHMARKETING,MARKETINGFUNCTIONSLIMITEDTOADVERTISINGANDPRICE,THUSTRADITIONALMARKETINGISNOTABOUTTODIEOUTINFACT,ITDOESNOTEXISTANYMORE,OLDFASHIONEDMARKETINGHASDIED,JUSTLIKEELVISISGONETHESAMEUNITEDSTATES,HARVARDBUSINESSREVIEWPOINTEDOUTCUSTOMERSCANVISITAGAINFORTHECOMPANY2585OFTHEPROFITS,WHILETHEFACTORSTHATATTRACTTHEMTOVISITAGAININTHEFIRSTISTHEQUALITYOFSERVICEISGOODORBAD,FOLLOWEDBYTHEPRODUCTITSELF,ANDFINALLYPRICEBUSINESSENTERPRISESMUSTLOOKFOROTHERWAYSTOBYPASSASINGLEPRICECOMPETITIONMODEL,TOBUILDTHEIROWNCORECOMPETENCIES,DEVELOPCUSTOMERLOYALTY,INORDERTOOBTAINEXTRAORDINARYDEVELOPMENTTITLESOFPAPERSMCDONALDSOFCOMMERCIALMARKETINGDILEMMAAPRICEWARISMCDONALDSMARKETINGMODELISTHEMOSTCOMMONMEANSOFMARKETCOMPETITIONASTHEMOSTDIRECTANDEFFECTIVEMEANSTOPROMOTECONSUMERDEMAND,AGAINSTCOMPETITORSANDEXPANDMARKETSHAREHASPLAYEDAUNIQUEROLE,BUTTHEFIGHTBETWEENPEERSKILLINGANDREVENGELEADTOLOWERINDUSTRYPROFITMARGINS,MANYCOMMERCIALENTERPRISESOPERATINGBLEAKTHEPRICEWARISNOTONLYTHEBLINDCANNOTEFFECTIVELYAGAINSTOPPONENTS,BUTDUETOCONSUMELARGEAMOUNTSOFFINANCIAL,MATERIALLEAVINGAHEAVYBURDENONHISBACK,EVENMOREFRIGHTENINGISTHATTHEERAOFLOWPROFITBUSINESSENTERPRISESPACEISGETTINGSMALLERANDSMALLERPRICECOMPETITIONINRECENTYEARS,THEFANQUANTIDALWAVES,WINDANDOVERWHELMINGDISCOUNTPRICEWARSAREREFLECTEDMARKETINGPEOPLECONFUSEDMCDONALDSOFCOMMERCIALMARKETINGDILEMMAREASONSTHESOCALLEDMCDONALDIZATION,ISREPRESENTEDBYMCDONALDSBUSINESSMODELTOHOMOGENEITY,HIGHREPRODUCIBILITY,STANDARDIZATION,THEBASICCHARACTERISTICSOFTHEPIPELINE,WHICHISROOTEDINTHEECONOMICRATIONALITY,FORDISMANDSCIENTIFICMANAGEMENT,THEMCDONALDIZATIONOFCOMMERCIALMARKETINGMODE,ALLCONSUMERSAREAFACE,NOPERSONALITY,NOCHOICE,GEORGERIZEINTHEMCDONALDSNIGHTMARE,ABOOKCRITICALOFTHISBUSINESSFORMSCAUSEDBYSINGLE,HOMOGENEOUS,NONHUMANTENDENCY,COMMERCIALMARKETINGMCDONALDIZATIONBACKGROUNDANDEXPERIENCEECONOMYRUNSCOUNTERTOUNIQUEMARKETINGPROPOSITIONUSPISTHATMANYMARKETINGPEOPLERESPECTEDTHEORY,BUTINTHEFACEOFMCDONALDSBUSINESS,THEDIFFERENCEBETWEENCOMMERCIALENTERPRISESINCREASINGLYSMALLER,LOOKINGFORMOREUNIQUESELLINGPROPOSITION,MOREANDMOREDIFFICULT,EVENONCETHEBLUEOCEANALSOBECAUSENEWCOMERSCOPIED,IMITATEDANDINTOTHEREDSEAMCDONALDSCOMMERCIALMARKETINGOFTHECURRENTCONTEXTOFTHEEMERGINGEXPERIENCEECONOMYISINCOMPATIBLE,SOCALLEDEXPERIENCEECONOMYISACOMMODITYASAPROP,TOSERVEASTHESTAGE,INORDERTOPROVIDEEXPERIENCEASAMAJORECONOMYTOPROVIDEANEWECONOMICFORMMATTERBORNINTHESERVICEECONOMYWITHINTHEEXPERIENCEECONOMYISASERVICEECONOMYTOARELATIVELYMATURESTAGEOFTHEPRODUCTTHEDIFFERENCELIESINSERVICEANDEXPERIENCETHESERVICEISONEWAY,ANDSERVICEPROVIDERSINADOMINANTPOSITION,THECUSTOMERISPASSIVEACCEPTANCEWHO,WHILEEXPERIENCEISINTERACTIVE,CUSTOMERSBECOMETRUEMASTERSOFCREATINGMEMORABLEEXPERIENCES,ANDTHEREBYOBTAINASPIRITUALCHANGEASINTHE1970SFROMANINDUSTRIALECONOMYTOASERVICEECONOMY,LIKE,INTOTHEEXPERIENCEECONOMYISTHEECONOMICVALUEOFTHEFORMISALSOTHERESULTOFNATURALEVOLUTION,EXPERIENCEECONOMYHASBECOMEAREALTRENDCANNOTBEIGNOREDDISNEYOFTHEBASICCHARACTERISTICSOFCOMMERCIALMARKETINGTHESOCALLEDDISNEYANDISBASEDONTHEDISNEYTHEMEPARKSASTHEREPRESENTATIVEOFTHEBUSINESSMODELTOTHEDIVERSITYANDHUMANITYFEATURE,WHICHISROOTEDINTHEPOSTFORDISTDIVERSITYOFIDEAS,INTHEDISNEYWORLD,CONSUMERSARETHECENTEROFCOMMODITIESANDSERVICEPROVIDERSAIMISTOOFFERCONSUMERSANEXCITINGENTERTAINMENTEXPERIENCEFREDCRAWFORDCONSUMERSASSOCIATEDTHEUSEOFTOOLS,SUCCESSFULCOMPANIESINTHEWORLDTHROUGHPRACTICALANALYSISSHOWSTHATSUCCESSFULCOMPANIESINTHEWORLD,BUTISTHEPRICEHONESTY,SERVICEPROMISES,FROMCONVENIENT,UNIQUEEXPERIENCEANDPRODUCTSTABILITYFIVEASPECTSONEHASDONEWELL,DOGOODTOANOTHERASPECT,THEOTHERTHREEAREAS,BUTREACHEDTHEINDUSTRYAVERAGETHISPERSPECTIVEOFTHECONSUMERSABILITYTOCOMBINEMARKETINGELEMENTSARECALLEDCONSUMERSASSOCIATIONCONSUNERRELEVANCYTHISRESULTINDICATESTHAT,INTERMSOFPRICE,PRODUCT,DISTANCE,SERVICESANDOTHERBASICPART4PSMARKETINGFACTORS,THEUNIQUECOMBINATIONOFEXPERIENCEWEREINCLUDEDINANIMPORTANTELEMENT,ANDINTERMSOFPRICE,PRODUCT,DISTANCE,SERVICES,MOREANDMOREHOMOGENEOUSPATTERNOFUNDERAUNIQUEEXPERIENCETOEXPLORETHEUSEOFINFINITESPACE,BECAUSEEXPERIENCEITSELFISANENDLESSGOLDMININGCOMMERCIALDISNEYOFEXPERIENCEECONOMYISANINEVITABLETREND,WHICHISTOOVERCOMETHECURRENTIMPASSEMEDICINEBUSINESSMARKETING,MARKETINGHOMOGENEITYBYOVERCOMINGWEAKNESS,FATIGUEDULLANDMEMORABLEEXPERIENCETOCONSUMERSTHUSCREATINGENTERPRISECORECOMPETITIVEFORCEDISNEYOFCOMMERCIALMARKETINGANDTRADITIONALCOMMERCIALMARKETINGDISTINCTIONADIFFERENTSTARTINGPOINTINTHETRADITIONALMARKETINGMODEL,THEEMPHASISONCORPORATEINITIATIVEANDPASSIVECUSTOMERS,COMPANIESTAKEADISCOUNT,PRICE,COUPONREDEMPTIONANDOTHERMARKETINGSTRATEGIESTOINFLUENCETHECUSTOMERS,THUSAFFECTINGTHECUSTOMERSBUYINGBEHAVIORANDDISNEYSCOMMERCIALMARKETINGPLACESTOMEETTHEINDIVIDUALNEEDSOFTHECONSUMERASTHESTARTINGPOINT,ITISNOLONGERFOCUSEDON4PSEVEN7PSMARKETINGMIXTOMEETCUSTOMERNEEDS,BASEDONTHEUSERFRIENDLYWAYTOCREATEAMEMORABLEEXPERIENCETOACHIEVECUSTOMERSATISFACTION,CREATINGCUSTOMERVALUETWODIFFERENTCOMPETITIVESTRATEGYINTHETRADITIONALBUSINESSMARKETINGMODE,ALMOSTNODIFFERENCEBETWEENSIMILARPRODUCTS,SOCUSTOMERSARECONCERNEDABOUTLEAVINGAPRICEFACTORENTERPRISESINORDERTODISTINGUISHTHEMSELVESFROMCOMPETITORS,SOTHESERVICEINTOPRODUCTSIE,THESERVICEECONOMY,ANDTHEPRESENTBUSINESSSERVICESAREALSOFACINGDIFFICULTIESHOMOGENEITY,SOWILLEXPERIENCEINTOTHESERVICE,FORCUSTOMERSTOBECOMETHEPROTAGONISTOFTHEEXPERIENCEECONOMYEMERGEDINTHEEXPERIENCEECONOMY,POPULARTODAY,PLAYASUPPORTIVEROLETOITSCUSTOMERSINTERNETMAKESITPOSSIBLETOFINDTHELOWESTPRICES,MARKETPRICESCONTINUEDTOCLOSEMARGINALCOSTSINCEEVERYCONSUMERVIATHEINTERNETORINTENSEPRICEWARFINDAPRICEMERCHANDISE,UNIQUECONSUMEREXPERIENCEHASBECOMETHEULTIMATEFACTORTOATTRACTCONSUMERS,SOTRADITIONALBUSINESSMARKETINGCOSTLEADERSHIPSTRATEGYWASRESPECTEDWOULDGIVEWAYTODISNEYOFCOMMERCIALMARKETINGDIFFERENTIATIONSTRATEGY,THEDIFFERENTIATIONSTRATEGYISMAINLYTHROUGHBUSINESSINNOVATIONLEADERSHIPSTRATEGYUNIQUEINTHEINDUSTRY,PROVIDINGAUNIQUESHOPPINGEXPERIENCE,ONEUPMANSHIPOFSERVICETHREEUNDERSTANDINGOFTHENEEDSANDMEETTHEDIFFERENTTRADITIONALCOMMERCIALMARKETINGEMPHASISONPRODUCTFEATURESANDEFFECTS,THATTHECUSTOMERISRATIONALBUYERS,THEPURSUITOFECONOMIESOFSCALEANDSTANDARDIZATION,DEPENDINGONCONSUMERSPASSIVERECIPIENTSTHEDISNEYOFCOMMERCIALMARKETINGISTHATCUSTOMERSWILLBEAFFECTEDBYBOTHEMOTIONALANDRATIONALDOMINATIONANDRATIONALIMPULSEBUYINGANDPURCHASETHEMPLAYAROLE,NAMELYTOMEETTHECONSUMERSEMOTIONALEXPERIENCEPSYCHOLOGICALNEEDSINTHEFIRSTPLACETOCONSIDER,ANDTURNANDCONSUMPTIONTOESTABLISHINTIMATECOMMUNIONRELATIONSHIP,INACCORDANCEWITHTHEIROWNLIFESTYLESOFCONSUMERS,THOUGHTTOPROVIDEAWARENESSANDCONSUMERDEMANDRESONATEWITHTHEMGOODS,TOEXPRESSTHEMSELVES,DISTINCTIVESTYLE,OPENUPTOTHECONSUMERTOCREATEANEWLIFEREFLECTSTHEVALUESANDLIFEMEANSLIFETOCREATEATYPEOFMARKETCOMMERCIALMARKETINGOFCHINESEENTERPRISESDISNEYOFTHEIMPLEMENTATIONSTRATEGYAWELLCONCEIVEDTHEME,DESIGNSCENARIOSBYPROVIDINGASENSEOFECONOMICTRANSACTIONSCANDILUTETHETHEMEOFEXPERIENCETOATTRACTCUSTOMERSANDINCREASETHELIKELIHOODTHATTHEYBUYGOODSDISNEYPARKSASTHEWORLDSMOSTSUCCESSFULEXPERIENCE,SERVICESANDFACILITIES,INORDERTOPROVIDEKNOWLEDGEANDHAPPINESSFORTHEPURPOSE,TOGETPEOPLETHROUGHTHETHEMEOFTHEDESIGNBEINGINASCENARIOANDGETGREATSATISFACTIONCOMMERCIALENTERPRISESCONTACTMANUFACTURERSANDCONSUMERSASABRIDGETHEMEDESIGNDIRECTLYDETERMINETHEMERITSCONSUMERINTERESTIDEAOFATHEMECRUCIALTOSTIMULATEEXPERIENCE,GENERALLYFROMTHESTATUS,IDENTITY,CLASSICAL,CULTURE,NOSTALGIAORNOSTALGIA,URBANAMBIENCE,FASHION,NATURALENVIRONMENT,CUSTOMS,LIFESTYLE,SCIENCEFICTIONANDEVENSPORTS,RELIGIOUSANDOTHERDIFFERENTANGLESTOSIFTTHENEEDTOEXPRESSTHETHEMECONTRASTDEPENDSONTHETHEMEOFTHEELEMENTSOFORGANICCOMPLEXES,SUCHASTHEMALLOFAMERICAINLASVEGASTOEXPERIENCEEVERYDETAILOFTHEUNIQUETHEMEAROMANSHOPPING,ITISTHEMOSTPOPULARMALLSINTHEUNITEDSTATES,WHICHITSELFHASBEENBECOMEATOURISMLANDSCAPE,THEREARESTATUESOFTHEHUMANVOICECANBEISSUED,THECEILINGHASALSOBEENDESIGNEDTOBECOMEAUNIQUEPLACEINTHENIGHTANDDAYTOCONVERTBACKANDFORTHBETWEENTHESKY,THISTIMETHEGAMENOTONLYINCREASINGTHEFUN,BUTALSOALLOWCUSTOMERSTOFORGETTIMEINCREASEDLENGTHOFSTAYEXPERIENCENEEDSTOBEGIVENATHEME,ALLENTERPRISESMUSTSUPPORTEXPERIENCEMARKETINGTOPICS,SUCHASNIKETOWNISASPORTSTHEMED,INTOWHICHYOUFEELMORETHANJUSTASHOPPING,YOUWILLAPPRECIATETHEEXPERIENCEOFSPORTS,STRENGTHANDATHLETICISMAESTHETICPHILOSOPHY,SIMILARTONIKETOWNSTADIUMSTYLE,SUCHASPOLISHEDALUMINUM,WOODENSEAT,CLOCK,ANDPROTECTIVEGEARBALLNETSGIVECONSUMERSHIGHTECHNOLOGYANDEXTRAORDINARYATHLETICPERFORMANCEMATCHESTHEOVERALLIMPRESSIONBUSINESSREASONSAREFIRST,YOUCANMAKEATHEMEDMALLSTORESFROMONEBORINGSETINTOAFUNUNIQUEFROMOTHERMALLSBUYSECOND,ACCORDINGTOTHEADJOININGATTRACTPRINCIPLE,THEORIGINALGOODSMAYOBSCUREANDSERVICESINAFUNANDMEANINGFULTHANTHEIROWNENVIRONMENTALGOODSANDSERVICES,INCREASINGTHEATTRACTIVENESSOFGOODSANDSERVICES,BUYINGEXPERIENCEBECOMESVIVIDANDINCREASETHEPURCHASEPROBABILITYINTHEMALLANDCUSTOMERSURVEYFOUNDTHATMANYPEOPLEONTHEMALLBORINGFROMANAESTHETICPOINTOFVIEW,DEPRESSED,UNINSPIREDSTATUSSENTCOMPLAININGBYTHEMEDESIGNENABLESCUSTOMERSTOOBTAINAKINDOFKNOWLEDGE,AFEELING,ANEXPERIENCE,SERVICEWITHASMILEALONECANNOTMEETCUSTOMERDEMANDSCURRENTKNOWLEDGEANDINFORMATIONSERVICESHASRISENFORCOMMERCIALCOMPETITIVEWEAPON,SHANGHAIHUALIANEXPERTSALESPERSON,WANGZHENISTHISASPECTOFTHEWINNERS,WITHHISWEALTHOFKNOWLEDGETOPROVIDEUNLIMITEDSERVICETHISISUNDERSTOODASAKNOWLEDGEASTHEMETODOTWO100,WHICHISTOTHEADVANTAGEOF100OFTHEDISPLAYOFGOODS,ANDTHEN100TOSHOWTHESHORTCOMINGSOFCOMMODITIES,HASMADEREMARKABLEACHIEVEMENTSCUSTOMERSGETTOTHEMALLSHOPPINGISNOTONLYACOMMODITY,ASWELLASKNOWLEDGEBASEDONTHISTHEREAREMANYSHOPPINGCENTERSBYORGANIZINGVIPCUSTOMERSBEAUTY,DRESSETIQUETTESKILLSSEMINARS,TOPROVIDECUSTOMERSWITHEXTENDEDVALUETWOOUTSTANDINGCUSTOMERPARTICIPATION,ENHANCINGINTERCONNECTIVITYANDINTERACTIVITYCOMMERCIALENTERPRISESRELYENTIRELYONADVERTISINGANDPRICESTOPROMOTETHEIRPRODUCTSONTHEONEHANDDUETOTHEFAILUREOFTHEADSPENDINGISGROWINGEXPONENTIALLYINFACT,ONLY20OFADVERTISINGRESOURCESAREATWORK,ANDTHEREMAINING80ISBECAUSETHEMEDIAISHIGHLYFRAGMENTEDANDWASTEDMOREBRUTALADVERTISINGWASTEWILLDEVOURCORPORATEPROFITMARGINSONTHEOTHERHAND,THEPRICEWARCAUSEDBYSECTORALCOLLECTIVESELFINJURYISTOLETENTERPRISESUNBEARABLEINTHEEXPERIENCEECONOMYERA,COMPANIESCANALLOWCUSTOMERSTOEXPERIENCETHEPRODUCT,CONFIRMTHEVALUEOFTHETRUSTCONTRIBUTEDTOAUTOMATICALLYCLOSEAFTERAPRODUCTHASBECOMELOYALCUSTOMERSNOTONLYTOEMPHASIZEBUSINESSANDCUSTOMERINTERACTIONS,BUTALSOTOEMPHASIZECUSTOMERINTERACTIONWITHCUSTOMERSLETTHEFACTSSPEAK,SOTHATGOODFEELINGWORDOFMOUTHDISNEYOFCOMMERCIALMARKETINGFOCUSFORCUSTOMERSTOCREATEAUTHENTIC,ENABLINGTHEMTOLIVEHAPPIER,MOREPROSPEROUSANDSATISFYINGSHOPPINGOPPORTUNITIESANDEXPERIENCESTHEEXPERIENCEOFMEANINGISTHROUGHCOMMODITIES,BUSINESSESORSERVICEPROVIDERSINTERACTWITHCUSTOMERSTOSTIMULATECUSTOMERRESPONSEWITHOUTTHEACTIVEPARTICIPATIONOFCUSTOMERS,MARKETINGEFFECTIVENESSWILLBEGREATLYREDUCEDTHEKEYTOATTRACTINGCUSTOMERSTOPARTICIPATEINTHEESTABLISHMENTOFANACCURATEGRASPOFCUSTOMERNEEDSONCUSTOMERDEMANDISTOOSUBTLE,EVENCONSUMERSTHEMSELVESALSODIFFICULTTOSAYCLEARLY,COMMERCIALENTERPRISESTHROUGHTHEESTABLISHMENTOFCUSTOMERDATASHOULDSETUPASPECIALDEPARTMENT,WITHTHEAUTHORITYOFRESEARCHINSTITUTIONSANDOTHERMININGCUSTOMEREXCITEMENTDISNEYOFCOMMERCIALMARKETINGREQUIRESAUNIQUEWORKCULTUREOFEMPLOYEES,THEREAREOBVIOUSPERFORMANCESCOLORSPERFORMATIVEWORKINMANYWAYSACTSASALUBRICANTENTIREPROCESS,HECANMAKETHEIROWNEXTRAORDINARYCHARACTERISTICSOFGOODSANDSERVICES,CANEXPRESSTHEME,ENHANCEINTERACTIONWITHCUSTOMERS,BUTALSOTOENHANCETHECUSTOMERSINTENTIONTOBUYGOODSCALIFORNIA,ASPORTSBRASHOPINSTALLEDAVIDEOCAMERAANDACOMPUTERFROMTHEGARMENTDESIGNSYSTEMFORCUSTOMERSTOTAKEPICTURESFIRST,THENTHECOMPUTERCALCULATESTHECUSTOMERACCORDINGTOTHESHOOTINGRESULTSHEIGHT,BUST,WAISTANDOTHERDATA,ANDTHENDISPLAYEDONTHESCREENCUSTOMERSNEWCLOTHESINTHEFRONT,SIDE,REARANDOTHERVISUALEFFECTSFROMDIFFERENTANGLESCUSTOMERSCANSAMPLEFROMMORETHAN150KINDSOFCLOTHINGSELECTEDTHEIRFAVORITEKINDTHROUGHTHENETWORK,THECUSTOMERSELECTEDDATAISTRANSFERREDTOCLOTHESDESIGNWORKSHOP,AFEWDAYSLATER,THECUSTOMERCANGETAVERYUNIQUEFITGARMENTSENTERPRISECUSTOMERSFULLYFEELTHERESPECTANDTHOUGHTFULNESSFOREXAMPLE,ASHOPPINGMALLREPEATEDLYHELDONEHUNDREDFLOWERSASTWOACTIVITIES,BUTWITHLIMITEDSUCCESSLATERINTHEPSYCHOLOGICALNEEDSOFCUSTOMERSONTHEBASISOFPLANNINGAYUANTAILNUMBERDOUBLEDFLOWERSACTIVITIES,NAMELYTHETAILNUMBERIS88100DOLLARBILLSCANBEA200TAILNUMBERIS888100YUANCANSPENDAS300YUAN,SUDDENLYAROUSEDWIDESPREADSENSATION,PEOPLEHAVETOFINDABANKTELLEROVERTHELASTNUMBERWITH88OR888BANKNOTESINFACT,FORTHEPASTWITHTHEMALLCOUPONSCOMPARABLEMAGNITUDE,THERESULTISAWORLDOFDIFFERENCE,THEREASONLIESINTHEREALIZATIONOFTHEINTERACTIVEEXPERIENCEMOREDIRECTEVERYPOTENTIALCONSUMERSLOOKTOFINDHISWALLETWITH88BILLSTAILNUMBER,IFITISFOUNDIMMEDIATELYAPPRECIATETHEEXPERIENCEOFABILL,EVENTHOUGHATTHATTIMEDIDNOTFINDTHEWILLTOFRIENDSANDFAMILYSPREAD,ANDBANKSAREWAITINGINALONGQUEUEWITHDRAWALS,EVENSOMEPEOPLEGOTOFOREIGNBANKS,ATIMEKEEPTHESTREETSHOTTHECUSTOMERSEXCITEMENTWASDETONATEDWHILEAROUSEDGREATENTHUSIASM,THEPOWEROFEXPERIENTIALMARKETINGMAKETHISSIMPLEDISCOUNT,COUPONREDEMPTIONSHAMETHREETOGRASPTHEREALMOMENTS,TOMEETTHEFULLEXPERIENCEDISNEYOFCOMMERCIALMARKETINGIDEAOFTOTALCUSTOMEREXPERIENCEMARKETING,THEMARKETINGMODELOFCUSTOMERVALUECREATION,THROUGHTOCUSTOMERNEEDSINDEPTHANDCOMPREHENSIVEUNDERSTANDINGOFTHECUSTOMEREXPERIENCETODETERMINETHECRITICALMOMENTORPOINTOFCONTACTTOMEETTHECUSTOMEREXPERIENCE,CUSTOMERANDBUSINESSANDEVERYCONTACTSERVICEPROVIDERPROCESSESANDEVERYTOUCHPOINTISTOFULLYEXPERIENCETHETRUEMOMENTSMOMENTOFTRUTHREFERSTOTHECUSTOMERTOFORMANIMPRESSIONABOUTTHECOMPANYORFEELINGANYSCENEBUSINESSENTERPRISESSHOULDSEIZEEVERYRELATIONSHIPWITHTHECUSTOMERCONTACTPOINT,BEYONDTHETRADITIONALMARKETINGMETHODS,TOIMPROVECUSTOMERPURCHASETOTALREVENUEATTHESAMETIME,THROUGHAMEMORABLEANDWONDERFULEXPERIENCE,ENHANCETHEPERCEIVEDVALUEINTHEMINDSOFCUSTOMERS,THEFORMATIONOFTHEENTERPRISECUSTOMERVALUEADVANTAGELINKSTOFREEDOWNLOADHTTP/ENGHI138COMTHREEUNDERSTANDINGOFTHENEEDSANDMEETTHEDIFFERENTTRADITIONALCOMMERCIALMARKETINGEMPHASISONPRODUCTFEATURESANDEFFECTS,THATTHECUSTOMERISRATIONALBUYERS,THEPURSUITOFECONOMIESOFSCALEANDSTANDARDIZATION,DEPENDINGONCONSUMERSPASSIVERECIPIENTSTHEDISNEYOFCOMMERCIALMARKETINGISTHATCUSTOMERSWILLBEAFFECTEDBYBOTHEMOTIONALANDRATIONALDOMINATIONANDRATIONALIMPULSEBUYINGANDPURCHASETHEMPLAYAROLE,NAMELYTOMEETTHECONSUMERSEMOTIONALEXPERIENCEPSYCHOLOGICALNEEDSINTHEFIRSTPLACETOCONSIDER,ANDTURNANDCONSUMPTIONTOESTABLISHINTIMATECOMMUNIONRELATIONSHIP,INACCORDANCEWITHTHEIROWNLIFESTYLESOFCONSUMERS,THOUGHTTOPROVIDEAWARENESSANDCONSUMERDEMANDRESONATEWITHTHEMGOODS,TOEXPRESSTHEMSELVES,DISTINCTIVESTYLE,OPENUPTOTHECONSUMERTOCREATEANEWLIFEREFLECTSTHEVALUESANDLIFEMEANSLIFETOCREATEATYPEOFMARKETCOMMERCIALMARKETINGOFCHINESEENTERPRISESDISNEYOFTHEIMPLEMENTATIONSTRATEGYAWELLCONCEIVEDTHEME,DESIGNSCENARIOSBYPROVIDINGASENSEOFECONOMICTRANSACTIONSCANDILUTETHETHEMEOFEXPERIENCETOATTRACTCUSTOMERSANDINCREASETHELIKELIHOODTHATTHEYBUYGOODSDISNEYPARKSASTHEWORLDSMOSTSUCCESSFULEXPERIENCE,SERVICESANDFACILITIES,INORDERTOPROVIDEKNOWLEDGEANDHAPPINESSFORTHEPURPOSE,TOGETPEOPLETHROUGHTHETHEMEOFTHEDESIGNBEINGINASCENARIOANDGETGREATSATISFACTIONCOMMERCIALENTERPRISESCONTACTMANUFACTURERSANDCONSUMERSASABRIDGETHEMEDESIGNDIRECTLYDETERMINETHEMERITSCONSUMERINTERESTIDEAOFATHEMECRUCIALTOSTIMULATEEXPERIENCE,GENERALLYFROMTHESTATUS,IDENTITY,CLASSICAL,CULTURE,NOSTALGIAORNOSTALGIA,URBANAMBIENCE,FASHION,NATURALENVIRONMENT,CUSTOMS,LIFESTYLE,SCIENCEFICTIONANDEVENSPORTS,RELIGIOUSANDOTHERDIFFERENTANGLESTOSIFTTHENEEDTOEXPRESSTHETHEMECONTRASTDEPENDSONTHETHEMEOFTHEELEMENTSOFORGANICCOMPLEXES,SUCHASTHEMALLOFAMERICAINLASVEGASTOEXPERIENCEEVERYDETAILOFTHEUNIQUETHEMEAROMANSHOPPING,ITISTHEMOSTPOPULARMALLSINTHEUNITEDSTATES,WHICHITSELFHASBEENBECOMEATOURISMLANDSCAPE,THEREARESTATUESOFTHEHUMANVOICECANBEISSUED,THECEILINGHASALSOBEENDESIGNEDTOBECOMEAUNIQUEPLACEINTHENIGHTANDDAYTOCONVERTBACKANDFORTHBETWEENTHESKY,THISTIMETHEGAMENOTONLYINCREASINGTHEFUN,BUTALSOALLOWCUSTOMERSTOFORGETTIMEINCREASEDLENGTHOFSTAYEXPERIENCENEEDSTOBEGIVENATHEME,ALLENTERPRISESMUSTSUPPORTEXPERIENCEMARKETINGTOPICS,SUCHASNIKETOWNISASPORTSTHEMED,INTOWHICHYOUFEELMORETHANJUSTASHOPPING,YOUWILLAPPRECIATETHEEXPERIENCEOFSPORTS,STRENGTHANDATHLETICISMAESTHETICPHILOSOPHY,SIMILARTONIKETOWNSTADIUMSTYLE,SUCHASPOLISHEDALUMINUM,WOODENSEAT,CLOCK,ANDPROTECTIVEGEARBALLNETSGIVECONSUMERSHIGHTECHNOLOGYANDEXTRAORDINARYATHLETICPERFORMANCEMATCHESTHEOVERALLIMPRESSIONBUSINESSREASONSAREFIRST,YOUCANMAKEATHEMEDMALLSTORESFROMONEBORINGSETINTOAFUNUNIQUEFROMOTHERMALLSBUYSECOND,ACCORDINGTOTHEADJOININGATTRACTPRINCIPLE,THEORIGINALGOODSMAYOBSCUREANDSERVICESINAFUNANDMEANINGFULTHANTHEIROWNENVIRONMENTALGOODSANDSERVICES,INCREASINGTHEATTRACTIVENESSOFGOODSANDSERVICES,BUYINGEXPERIENCEBECOMESVIVIDANDINCREASETHEPURCHASEPROBABILITYINTHEMALLANDCUSTOMERSURVEYFOUNDTHATMANYPEOPLEONTHEMALLBORINGFROMANAESTHETICPOINTOFVIEW,