Value Co-Creation Through Experience Marketing: Example of Automotive Industry

Abstract

Abstract:

Based on the value co-creation activities in automotive industry, this paper builds a case study to sum up the successful experience, and other similar value for the business to create a business to provide reference. The main theoretical contribution of the research lies in the development of the concept of value creation and experiential marketing and the presentation of the factors, and proposed the mechanism of the value creation based on experiential marketing, which provides a theoretical basis for the follow-up study. The management significance of the study is to promote enterprises need to create a transfer to participate in effective communication, active participation, continuous interaction and the formation of emotional commitment to experience marketing environment, and unified internal awareness of all aspects of the experience in creating a unified coordination to carry out the value of activities, but also need to focus on the formation, maintenance and promotion of the relationship between the parties involved.

Key words: value co-creation, experience marketing, automotive industry

Yang Xuecheng, Xu Xiuxiu, Tao Xiaobo. Value Co-Creation Through Experience Marketing: Example of Automotive Industry[J]. , 2016, 28(5): 232-240.

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