「イクスピアリアンス・マーケティング」という言葉の意味と使い方を知っていますでしょうか？
ビジネスシーンで使われる言葉ですが、正しい理解ができていないという人も多いかと思います。
この記事では「イクスピアリアンス・マーケティング」の意味や使い方について分かりやすく解説していきます。
例文も紹介していきますので、最後までご覧ください。
「イクスピアリアンス・マーケティング」の意味と使い方は？
「イクスピアリアンス・マーケティング」という言葉の意味について解説していきます。
2000年に千葉県にオープンした複合型商業施設「イクスピアリ」は、このイクスピアリアンス・マーケティングに主眼を置いて展開しているとして話題になりました。
しかし、どのようなマーケティングの手法であるのかはあまり知られていない言葉です。
意味な使い方などについて説明していくので、是非ご覧ください。
「イクスピアリアンス・マーケティング」は、英語の「experience marketing」をカタカナにした言葉です。
「experience」には、「経験」や「体験」といった意味があります。
この「経験」や「体験」に主眼を置いたマーケティングの手法がイクスピアリアンス・マーケティングです。
商品などを提供することよりも、その購入のプロセスを通じて消費者に精神的な幸福を感じてもらうことを目指したマーケティング手法です。
具体的には、品揃えなどの実用性だけでなく、テーマ性を設定し、それに合わせた内装などの設備を工夫することで、そこを訪れた人たちにその環境・空間自体を楽しんでもらうことなどを指して使用されます。
「イクスピアリアンス・マーケティング」の使い方を例文で紹介
・家族連れやカップルたちが良い思い出を作ってくれる、イクスピアリアンス・マーケティングに主眼を置いた施設の開発を進めていく。
・業績重視ではなく、イクスピアリアンス・マーケティングも意識してプロジェクトを進めていきたい。
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