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                        大学市场营销课程教学中的场景营销研究

                        导语:加强市场营销课程教学中的场景营销研究有助于了解市场营销的热点,丰富学生营销理论,提升营销能力。 市场营销课程教学只有强化场景营销研究,才能进一步提升市场营销课程教学的实效性,不断丰富市场营销理论,以满足时代对市场营销人才的需求。随着中国与世界经
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                          导语:加强市场营销课程教学中的场景营销研究有助于了解市场营销的热点,丰富学生营销理论,提升营销能力。

                          SHICHANGYINGXIAOKECHENGJIAOXUEZHIYOUQIANGHUACHANGJINGYINGXIAOYANJIU,CAINENGJINYIBUTISHENGSHICHANGYINGXIAOKECHENGJIAOXUEDESHIXIAOXING,BUDUANFENGFUSHICHANGYINGXIAOLILUN,YIMANZUSHIDAIDUISHICHANGYINGXIAORENCAIDEXUQIU。SUIZHEZHONGGUOYUSHIJIEJINGJIDEJIEGUI,SHICHANGYINGXIAORENCAIJIUYEQINGJINGQUANXIANPIAOHONG,WENJUSHICHANGXUQIUBANGSANJIAZHILIE。

                          一、市场营销课程教学中的场景营销要素与主体

                          (1)CHANGJINGYINGXIAODEYAOSU。YIBANLAISHUO,CHANGJINGYINGXIAOZHUYAOBAOKUOWUGEJIBENDEYAOSU:SHIJIAN、DIDIAN、RENWU、SHIJIAN、GUANXI。YINCI,CHANGJINGYINGXIAOSHEJIYAOZHUAZHUZHEIWUGEYAOSU,ZHEIYANGCAINENGTISHENGCHANGJINGYINGXIAOXIAOGUO。QIANSANGEYAOSUSHEJI,YAOZHONGSHIJIEHEXIAOFEIZHEDEXIAOFEITEDIANYUYINGXIAODUIXIANGDETEDIAN,XUANZENENGGOUYINQIXIAOFEIZHEJIESHOUDESHIJIAN、DIDIAN、RENWUDENG,TIEJINXIAOFEIZHEDESHIJI,JIANGXIAOFEIZHELINGSUIDESHIJIANLIYONGQILAI;SHIJIANSHEJIYAOTUCHUGUSHIXINGYUQINGJIEXING,YISHENGDONGQUZHEDEQINGJIEYINQIXIAOFEIZHEDEXINGQU,JIFAXIAOFEIZHEXIAOFEIDONGJI;GUANXIYAOSUZESHIQIANSIGEYAOSUDEGUANLIANDIAN,YINQISIGEYAOSUFASHENGXIANGHUZUOYONG,DADAOCHANGJINGYINGXIAODEMUBIAOYUQI。

                          (2)场景营销的主体。场景营销包括三大主体,即媒体、用户、广告。媒体是场景营销的载体,销售者通过媒体将广告传输给用户,用户通过媒体接受广告,在场景营销手段的作用下,产生特定的消费心理或者消费行为。在这三个主体中,用户是受众,场景营销能否达到效果,很大程度上取决于广告的设计艺术与媒体的投放等。场景营销要着重于用户进行设计,突出受众主体的信息接收习惯与消费方式等。

                          二、市场营销课程教学中的场景营销特点

                          (1)YINXINGTEZHENG。CHANGJINGYINGXIAOYUYIBANDEGUANGGAOFANGSHIBUTONG,TAWANGWANGJUYOUYINXINGTEZHENG,TABUZHIJIETOULUYINGXIAODEYITU,ERSHIJIANGYINGXIAOMUDERONGHEZAISHOUZHONGDESHENGHUOCHANGJINGZHONG。CHANGJINGYINGXIAODEYINXINGTEZHENGYURUANGUANGGAOYIJIZHIRUSHIGUANGGAOJUYOUXIANGSIDETEDIAN。

                          (2)JINGZHUNXINGGAO。CHANGJINGYINGXIAOYOUYUJIEZHUSHENGHUOCHANGJINGDEFANGSHIJINXINGYINGXIAO,TAJUYOUDINGWEIZHUNQUEDETEDIAN,WANGWANGJIZHONGYUMOUYIGEHUOZHEMOUYILEISHENGHUOCHANGJING,TADEJINGZHUNXINGGENGGAO,NENGGOUQIDAOYIBANGUANGGAOSUODABUDAODEXIAOGUO,GUANGGAODEZHUANHUALVXIANGDUIJIAOGAO。

                        决战棋牌   (3)FUYOUCHUANGYI。CHANGJINGYINGXIAOYOUYUYAOJIEHEXIAOFEIZHEDESHENGHUO,YOUQISHIYAOJINGXINCHUANGSHECHANGJING。YINCI,KEYIYUNYONGDEYISHUSHOUDUANGENGDUO。CHANGJINGYINGXIAODEZHEIYITEDIANJIUSHIQIJUYOULEGENGDUODECHUANGYIKONGJIAN,SHEJIZHEKEYIGENJUSHOUZHONGDETEDIANYUYINGXIAODEMUDE,RONGRUZIJIGENGDUODEZHUGUANSIXIANG,DAIJISHOUZHONGGENGDUODEYISHUGANSHOU。

                        决战棋牌   (4)TIEJINSHENGHUO。CHANGJINGYINGXIAOSHEJIBUSHIJIANDANDEWEISHIPIN,TAJUYOUGUANGGAODEMUDEXING。YINCI,CHANGJINGYINGXIAOWANGWANGYUNYONGLEJIAODUODEGUANGGAOJISHU,TAXUYAOGENJUSHOUZHONGDEXINGWEIJINXINGFENXI,BINGQIETONGGUOSHICHANGDIAOCHA,YIBIANDUIXIAOFEIZHEDESHENGHUOTEZHENGJINXINGLEJIE,TISHENGCHANGJINGYINGXIAODEZUOYONGLI。

                          三、市场营销课程教学中的场景营销

                        决战棋牌   (1)XIANSHICHANGJINGYINGXIAO。ZAIYINGXIAOZHONG,RENMENWANGWANGJIEHEXIAOFEIZHEDEXIANSHISHENGHUOJINXINGCHANGJINGYINGXIAO,ZHEIJIUSHIXIANSHICHANGJINGYINGXIAO。ZHEIZHONGCHANGJINGYINGXIAODEXIANZHUTEZHENGSHIBANGZHUXIAOFEIZHEGOUJIANQISHANGPINYUSHENGHUODELIANXI,ZHUAZHUSHENBIANSHIWUZHIJIANDEWEIMIAOLIANXI,TONGGUOHUXIANGYINGCHENHUOZHEFANCHENDENGDAIJIXIAOFEIZHEDUTEDEXINLITIYAN,YIJIQIXIAOFEIZHEDUISHANGPINDEXINGQU,JINERCHANSHENGXIAOFEIYUANWANG。XIANSHICHANGJINGYINGXIAOJUYOUXIANCHANGXIAOYING,GENGRONGYIDAIJIRENMENZHENSHIDEXIANCHANGCHANGJINGTIYAN,YICHANGJINGGOUQIRENMENDUISHENGHUOZHONGMOUYIZHONGHUOMOUYILEI“LEISICHANGJING”,JINERSHIXIAOFEIZHECHANSHENGGONGMING;RANERXIANSHICHANGJINGYINGXIAOYOUWANGWANGSHOUDAOXIANCHANGDEXIANZHI,ZAIYINGXIAODESHIJIANYUKONGJIANSHANGJUYOUYIDINGDEJUXIANXING。

                          (2)PCCHANGJINGYINGXIAO。PCCHANGJINGYINGXIAOSHIZHIJIYUPCWEIYINGXIAOMEIJIEDEYIZHONGYINGXIAOFANGFA。LIRU,RENMENZAIYUNYONGLIULANQIHUOZHEQITASOUSUOYINQINGSHI,CHANSHENGDEXINXISHOUJIXINGWEIHUOZHEWANGGOUXINGWEIDENG,JIYUZHEIYANGDECHANGJING,YINGXIAOQIYEJIUHUIGENJURENMENSHURUDEXINXI,TIGONGXIANGGUANCHANGJING。PCCHANGJINGYINGXIAOZHUYAOYIXINGQUWEIZHUASHOU,GENJURENMENDEXIAOFEIXINGQUHUOZHEYIXIANG,ZAITONGGUOGAOPINDEPUGUANGLV,DAIJIRENMENLINGLEIDEYINGXIAOCHONGJI;ZUIHOUZAIYIMOUYIQIERUKOU,JINXINGYINGXIAOXUANCHUAN。PCCHANGJINGYINGXIAODAIJIRENMENGENGDUODECHANGJINGYINGXIAOTIYAN,YUXIANSHICHANGJINGYINGXIAOXIANGBI,PCCHANGJINGYINGXIAOXUANZEDEKONGJIANYUYUDIGENGDA,DAIJIXIAOFEIZHEDETIYANGENGFENGFU,DANSHIDAIJIXIAOFEIZHEDETIYANZHENSHIXINGBIBUSHANGXIANSHICHANGJINGYINGXIAO。

                          (3)YIDONGCHANGJINGYINGXIAO。YIDONGCHANGJINGYINGXIAOSHIJIYUYIDONGSHEBEIZAITIDEYIZHONGCHANGJINGYINGXIAOSHOUDUAN。SUIZHEYIDONGSHOUJIDEKUAISUFAZHANYUYIDONGWANGLUODEFAZHANSHENGJI,YIDONGCHANGJINGYINGXIAODEDAOKUAISUFAZHAN。TABUTONGYUPCCHANGJINGYINGXIAO,TAJUYOUYUXIANSHISHENGHUOXIANGJIEHEDEBIANLIGONGNENG,ERQIEYIDONGSHOUJIDEZHINENGHUAFAZHAN,SHIYIDONGCHANGJINGYINGXIAOXINGSHIGENGWEIFENGFU,XIAOFEIZHEKEYIJINXINGBIANJIEDEHUDONG,NENGGOUZUIDACHENGDUSHANGBAITUOSHIJIANYUKONGJIANDEXIANZHI,GENGJIABIANLI。

                          四、结束语

                          ZONGZHI,JIAQIANGSHICHANGYINGXIAOKECHENGJIAOXUEZHONGDECHANGJINGYINGXIAOYANJIUYOUZHUYULEJIESHICHANGYINGXIAODEREDIAN,FENGFUXUESHENGYINGXIAOLILUN,TISHENGYINGXIAONENGLI。JIAOSHIYAOSHANYUYINDAOXUESHENGBAWOCHANGJINGYINGXIAODEYAOSU、ZHUTI、TEDIANDENG,JINYIBUJIAQIANGJIYUCHANGJINGYINGXIAODESHICHANGYINGXIAOJIAOXUEYANJIU,TISHENGJIAOXUEDESHIXIAOXING。

                        转载请注明来源。原文地址:http://gxkelong.com/20200119/8231749.html   

                        大学市场营销课程教学中的场景营销研究相关推荐


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