随着我国经济的快速发展，人们的生活得到了极大地改善，无论是消费层次， 还是消费心理方面都有了很大地提高。以前，人们在消费时关注的是产品的功能 与用途，而现在的消费者不仅要看产品的功能与用途，还很注重情感性需求。随 着消费者行为与心理的变化，为了更好地服务于消费者，提高商业经济效益，体 验营销的概念逐渐被提出，并进入了大家的视野。越来越多的商业行为也增添了 不少“体验”元素。 在汽车销售领域，体验营销也发挥着重要的作用。目前，各大品牌汽车销售 市场竞争异常激烈，特别是在科技发展日新月异的当下，汽车的更新换代太快， 市场寿命周期短，从而对汽车的销售赋予了更高的要求。所以，如何创新一种营 销模式，让汽车在上市发展阶段能快速地占领市场，成为各大汽车厂商最迫切想 要解决的问题。 本文根据体验营销的五个维度：感官、情感、思考、行动、关联进行探究， 并结合汽车市场的现状，对汽车企业近期的销售情况现状进行了深入分析。同时， 本文以路虎汽车销售策略为例，分析其体验营销策略的运用现状及效益情况，通 过理论与实践的结合探究，发现路虎汽车在体验营销策略中尚存一些不足之处， 并针对性地找出解决问题的办法，以期探索出更为有效的体验营销策略。 关键词：营销策略；体验营销；路虎汽车 II Abstract With the rapid development of economy in our country, has greatly improved the life of people, whether consumption levels, and consumer psychology also has the very big enhancement. Before, when they consumption focus on the function and application of the product, and now the consumer not only depends on the function and application of the product, also very the attention emotional needs. As the change of consumer behavior and psychology, in order to better serve the consumers, raise business economic benefits, is gradually put forward the concept of experience marketing, and entered the field of vision. More and more business activities can also add a lot of "experience" elements. In the field of car sales, experience marketing also plays a very important role. At present, each big brand car sales market competition is fierce, especially in the rapid development in science and technology, upgrading of car too fast, the market life cycle is short, which gives higher demands for car sales. So, how to innovate a marketing mode, let the car listed in the development stage can quickly occupy the market, has become the major automobile manufacturers the most urgent to solve the problem. In this paper, from the perspective of experiential marketing, sensory, emotional, thinking, action for consumers, explore the five aspects, and combining the present situation of the auto market, the recent corporate sales at home and abroad present situation has carried on the thorough analysis. At the same time, based on the land rover auto sales strategy as an example, analyzing the use present situation and the benefit of experiential marketing strategy, through the combination of theory and practice to explore, discover land rover cars in the experience marketing strategy of some deficiencies, and to find out the solution to the problem, in order to explore a more effective mode of experience marketing.。。。。。。以下内容略