摘要
随着市场竞争日益激烈，企业亟需通过创新营销策略提升顾客参与度与忠诚度。本研究以体验营销为切入点，探讨其在促进顾客参与和增强品牌忠诚中的作用机制。基于现有理论框架，本文采用混合研究方法，通过问卷调查与深度访谈相结合的方式，收集了来自不同行业消费者的多维度数据。研究发现，体验营销能够通过情感连接、感官刺激和互动参与等多重路径，显著提升顾客的感知价值与满意度，从而强化其对品牌的忠诚度。此外，本研究还揭示了数字化工具在体验营销中的重要作用，尤其是在个性化服务和沉浸式体验设计方面。研究表明，将顾客需求与体验场景深度融合，可以有效激发顾客的情感共鸣，进而转化为长期的品牌支持行为。本研究的主要贡献在于提出了一个整合性的体验营销效果评估模型，并首次系统性地分析了数字化技术对体验营销效能的提升作用，为相关理论发展提供了新视角，同时为企业实践提供了具体指导。这一研究成果不仅丰富了体验营销领域的学术内涵，也为企业在数字化转型背景下的营销策略优化提供了重要参考。
关键词：体验营销；顾客忠诚度；数字化工具；情感连接；互动参与
Abstract
As market competition becomes increasingly intense, enterprises urgently need to enhance customer engagement and loyalty through innovative marketing strategies. This study focuses on experiential marketing, exploring its mechanisms in promoting customer participation and strengthening brand loyalty. Based on existing theoretical fr ameworks, a mixed-methods approach was adopted, combining questionnaire surveys with in-depth interviews to collect multi-dimensional data from consumers across various industries. The findings indicate that experiential marketing can significantly improve customers' perceived value and satisfaction through multiple pathways such as emotional connection, sensory stimulation, and interactive participation, thereby reinforcing their loyalty to the brand. Furthermore, this study highlights the critical role of digital tools in experiential marketing, particularly in personalized services and immersive experience design. It demonstrates that integrating customer needs with experiential scenarios can effectively evoke emotional resonance, transforming it into long-term brand-supporting behavior. The primary contribution of this research lies in proposing an integrated effectiveness evaluation model for experiential marketing and systematically analyzing, for the first time, the enhancing effects of digital technologies on experiential marketing performance, offering new perspectives for theoretical development and practical guidance for enterprises. This research not only enriches the academic understanding of experiential marketing but also provides significant references for optimizing marketing strategies under the context of digital transformation.
Keywords：Experience Marketing; Customer Loyalty; Digital Tools; Emotional Connection; Interactive Participation
目 录
摘要 I
Abstract II
一、绪论 1
(一) 体验营销研究背景与意义 1
(二) 国内外研究现状分析 1
(三) 研究方法与技术路线 1
二、体验营销对顾客参与度的影响机制 2
(一) 体验营销的核心要素解析 2
(二) 顾客参与度的形成路径 2
(三) 体验营销与顾客参与度的关系模型 3
三、体验营销对顾客忠诚度的作用机理 3
(一) 忠诚度的概念与测量方法 4
(二) 体验营销在忠诚度构建中的作用 4
(三) 情感连接与忠诚度提升的关联性 5
四、提升顾客参与度与忠诚度的策略研究 5
(一) 基于体验营销的参与度提升策略 5
(二) 忠诚度增强的体验设计实践 6
(三) 实证案例分析与经验总结 6
结 论 8
参考文献 9
