近些年来，中国医疗服务体系的建设备受人们关注，为了缓解人们看病难、 看病远的问题，因医疗准入制度不完善，医保定点和监督管理机制不健全，诊治 环境差、医疗设备落后、医疗人才匮乏等原因，致使社区医疗服务无法充分发挥 应有的作用。 ZD 公司创始于 2008 年，虽然较传统社区医院有环境优美、设备先进、人员 充足等优势，但因其宣传促销渠道单一而客户来源稳定性差且收入较低，难以维 持店面基本费用与人员工资；加以客户满意度未能量化及公司暂无独创特色服务， 使得公司与同类医疗机构相比缺乏核心竞争力并且难以留住现有老客户。 鉴于上述问题，本文基以 ZD 公司家庭医疗服务体验式营销问题为研究对象， 采用文献分析法、访谈法、案例分析法、比较分析法研究了 ZD 公司自成立至今的 体验式营销问题；通过体验式营销理论、STP 理论、目标市场选择理论进行研究， 并对 ZD 公司的营销现状进行 SWOT 分析，剖析其优势、劣势、机会和威胁，从 而找到解决 ZD 公司体验式营销在体验设计、印象管理、浸入沟通、延展提升、量 化标准方面的问题，深度剖析产生这些问题的原因，并结合本文对 ZD 公司的 SWOT 分析、体验式营销六要素，国内外医疗企业在体验式营销方面的成功经验， 提出精准市场定位增强用户体验设计、加强推广力度形成印象管理、延展客户需 求增强浸入式沟通、营销数据反推量化客户体验指标。 关键词，体验式营销；客户满意度；体验设计Abstract In recent years, the construction of the medical service system has attracted much attention in China. Due to the imperfect access to the health care system, unsound health insurance designated instructions and supervision, poor diagnosis and treatment environment and backward medical equipment, shortage of medical talents, the community health services cannot fully play its due role. ZD company was founded in 2008. Compared with traditional community hospitals, ZD company has many advantages of beautiful environment, advanced equipment, sufficient staff. But because of its single publicity and promotion channel, resulting in poor customer source stability and low income, it can only maintain the basic cost of the store and the staff salary. Customer satisfaction is not quantified and the company has no unique service, which makes the company lack core competitiveness compared with similar medical institutions and it is difficult to retain existing customers. Given the problems above, this article takes family health services experience marketing as research objects in ZD Company. In this thesis, using references analyzing, interviews, experience summarizing and comparative analysis did preliminarily studied of experience marketing in ZD Company.This article has researched by experience marketing theory, STP theory, targeting market selection theory. In order to find the experience marketing solution on experience design, impression management, communication, promotion and quantitative standards, this article carries out the SWOT analysis of marketing situation of ZD Company, makes clear the strengths and weaknesses, the opportunities and threats. Deeply analyzing the causes of these problems and combined with this article, SWOT analysis of the ZD company, six elements of experiential marketing and the successful experience of experiential marketing of both domestic and foreign medical enterprises put forward accurate market positioning to enhance the design of the user experience; strengthen promotion to form impression management; extend customers' demand to enhance immersive communication; infer marketing data backward to quantify customers' experience index. Key words: Experiential marketing；Customer satisfaction；Experience design目 录 第 1 章 绪论...................................................................................................................1 1.1 选题背景及意义................................................................................................1 1.1.1 选题背景.................................................................................................1 1.1.2 选题意义.................................................................................................2 1.2 国内外研究现状................................................................................................2 1.2.1 国外研究现状.........................................................................................2 1.2.2 国内研究现状.........................................................................................3 1.3 研究内容及方法................................................................................................4 1.3.1 研究内容.................................................................................................4 1.3.2 研究方法.................................................................................................5 1.4 论文创新之处....................................................................................................5 第 2 章 体验式营销及相关市场营销理论概述...........................................................6 2.1 体验式营销概念及特征....................................................................................6 2.1.1 体验式营销的概念.................................................................................6 2.1.2 体验式营销的特征.................................................................................6 2.2 体验式营销的六要素........................................................................................8 2.2.1 体验式营销体验设计.............................................................................8 2.2.2 体验式营销情景设置.............................................................................8 2.2.3 体验式营销事件模拟.............................................................................9 2.2.4 体验式营销浸入沟通.............................................................................9 2.2.5 体验式营销印象管理.............................................................................9 2.2.6 体验式营销延展提升...........................................................................10 2.3 相关市场营销理论基础..................................................................................10 2.3.1 STP 理论..............................................................................................10 2.3.2 目标市场选择理论...............................................................................11 第 3 章 ZD 公司家庭医疗服务营销现状分析............................................................12 3.1 ZD 公司及其家庭医疗服务营销概况....................................................................13 沈阳理工大学硕士学位论文沈阳理工大学硕士学位论文 3.1.1 ZD 公司概况..........................................................................................12 3.1.2 ZD 公司家庭医疗服务营销现状概况..................................................12 3.2 ZD 公司家庭医疗服务 SWOT 分析...................................................................13 3.2.1 优势分析...............................................................................................14 3.2.2 劣势分析...............................................................................................16 3.2.3 机会分析...............................................................................................17 3.2.4 威胁分析...............................................................................................19 第 4 章 ZD 公司家庭医疗服务体验式营销问题及原因分析......................................22 4.1 ZD 公司家庭医疗服务体验式营销存在的问题.............................................22 4.1.1 体验设计差未顾及特殊客户...............................................................22 4.1.2 品牌未形成客户印象管理...................................................................24 4.1.3 浸入沟通差未形成客户粘性...............................................................25 4.1.4 延展提升难提升客户成单量...............................................................25 4.2 ZD 公司家庭医疗服务体验式营销问题产生原因分析.................................26 4.2.1 体验设计与市场定位脱离...................................................................26 4.2.2 缺乏创新性情境设置推广品牌..........