I 摘要 农业是我国国民经济的重要产业，是经济发展的基础，是人类的衣食之源， 生存之本。农业的稳定发展，关系到社会的安定，百姓的稳定。农产品是农业的 重要产物。随着社会的发展进步，人们对美好生活的向往和追求逐渐增强,绿色、 安全的高品质农产品被更多人关注。机会越多，竞争也就越大，农产品公司如何 把握时机，紧跟市场需求，采取最有效推广方式使公司利益最大化成了急需解决 的问题，而这一切都与公司的营销策略息息相关。体验营销是站在消费者角度， 以消费者为中心，通过感官、情感、思考、行动、关联五个方面带给体验者全新 的深刻印象，打动体验者使其转变为购买者。本文以T公司为例，研究在此大 环境下高品质农产品公司的营销模式。 本文主要分为五个部分：第一部分介绍了本文的研究背景，意义，研究内容 和方法。第二部分是对所运用理论进行阐述和文献综述。第三部分是对公司的营 销现状进行介绍，通过分析得出目前T公司主要存在：公司以产品而不是以顾 客为销售重心；未抓住消费者购物心理变化，不能满足消费者的购物需求；公司 目前传统的营销方式使产品特质未被消费者充分认知等问题。通过对营销问题的 剖析最终得出T公司要求生存发展，必须改变现有的传统营销模式的结论。然 后笔者对T公司可能运用的现代营销模式进行分析比较，得出T公司采用体验 营销模式是该公司适应时代发展、市场需求的必要手段。同时笔者对公司实施体 验营销做了可行性和必要性分析。第四部分是运用问卷调查法对T公司实施体 验营销进行调查分析，为公司确定目标市尝市场定位提供有力的数据支撑。之 后笔者对目标消费者的体验需求进行分析，为后续的体验设计奠定了基矗然后 笔者根据实际情况，为公司具体实施策略做了设计，设计出产品体验策略、价格 体验策略、实体标志体验策略、人员体验策略、消费过程体验策略。第五部分是 为T公司提出了引入全新管理模式、结合扶贫政策加强与当地政府合作、利用 环境特色持续引进客源、扩大散户回购途径、强化体验活动评价控制等保障措施。 本文期望通过对T公司体验营销策略进行研究，帮助T公司寻求到新的发 展空间，同时为其他相似高品质农产品公司提供尝试体验营销模式的参考。 关键词：体验营销；高品质农产品；营销策略 论文类型：应用研究 西南科技大学硕士学位论文 II ABSTRACT Agriculture is an important industry of our national economy, the foundation of economic development, the source of human food and clothing, and the foundation of survival. The stable development of agriculture is related to the stability of the society and the people. Agricultural products are important products of agriculture. With the development and progress of the society, people's yearning and pursuit for a better life are gradually enhanced. More and more people pay attention to green and safe high-quality agricultural products. The more opportunities, the greater the competition. How to seize the opportunity, keep up with the market demand, and take the most effective promotion way to maximize the interests of the company has become an urgent problem, which is closely related to the marketing strategy of the company. Taking T company as an example, this paper studies the marketing mode of high-quality agricultural products company in this environment. This paper includes five parts: the first part introduces the background, the significance, the content and methods of this research. The second part introduces the theory and literature. The third part introduces the current marketing situation of the company, through the analysis, the main problems of T company are as follows: the company focuses on products rather than customers; the company fails to grasp the psychological changes of consumers' shopping and cannot meet consumers' shopping needs; the company's current traditional marketing mode makes the characteristics of products not fully recognized by consumers. Through the analysis of the marketing problems, it is concluded that T company must change the existing traditional marketing mode in order to survive and develop. Then the author analyzes and compares the modern marketing mode that T company may use, and concludes that experience marketing mode is the necessary means for T company to adapt to the development of the times and market demand. At the same time, the author analyzes the feasibility and necessity of experience marketing. The fourth part is to use the questionnaire method to investigate and analyze the implementation of experience marketing in T company, so as to provide strong data support for the company to determine the target market and market positioning. After that, the author analyzes the experience needs of the target consumers, which lays the foundation for the subsequent experience design. Then, according to the actual situation, the author designs the specific implementation strategy of the company, and designs the product experience strategy, price experience strategy, entity logo experience strategy, ABSTRACT III personnel experience strategy and consumption process experience strategy. The fifth part is to put forward some safeguard measures for T company, such as introducing a new management mode, strengthening cooperation with local government in combination with Poverty Alleviation Policies, using environmental characteristics to continuously introduce customers, expanding retail buyback channels, and strengthening evaluation and control of experience activities. This paper hopes to help T company to find a new development space through the study of experience marketing strategy, and provide reference for other similar high-quality agricultural products companies to try experience marketing mode. KEY WORDS：Experience marketing；High-quality agricultural products；Marketing strategy TYPE OF THESIS: Application Research 西南科技大学硕士学位论文 IV 目 录 1 绪论............................................................................................................................ 1 1.1 研究背景与意义.............................................................................................. 1 1.1.1 研究背景................................................................................................ 1 1.1.2 研究意义................................................................................................ 1 1.2 研究内容与方法.............................................................................................. 2 1.2.1 研究内容................................................................................................ 2 1.2.2 研究方法................................................................................................ 3 1.2.3 创新点.................................................................................................... 4 2 理论基础与文献综述................................................................................................ 5 2.1 体验营销理论.................................................................................................. 5 2.1.1 体验营销概念........................................................................................ 5 2.1.2 体验营销特征........................................................................................ 5 2.1.3 体验营销与传统营销的区别................................................................ 6 2.1.4 体验营销实施步骤................................................................................ 6 2.2 文献综述.......................................................................................................... 7 2.2.1 国外文献综述........................................................................................ 7 2.2.2 国内文献综述........................................................................................ 8 3 T公司营销现状分析 ............................................................................................... 11 3.1 T公司简介 ..................................................................................................... 11 3.2 T公司营销现状 ............................................................................................. 12 3.3 T 公司营销存在问题 .................................................................................... 13 3.3.1 以产品为销售重心.............................................................................. 13 3.3.2 未抓住消费者购物心理变化......................