体验营销是引导顾客感知、体验企业产品和服务,以达到企业营销目标的新型营销方式。本文阐述了体验营销的含义和实施步骤;分析了体验营销在吸引顾客、促进购买以及提高顾客满意度和忠诚度方面的作用,并提出了真丝家纺产品企业开展体验营销的策略,以供真丝家纺产品企业开展体验营销参考。 Experiential marketing is a new marketing approach that guides the customer to perceive and experience the products and services of the enterprise in order to achieve the marketing goal of the enterprise. This article expatiates the meaning and implementation steps of experiential marketing, analyzes the role of experiential marketing in attracting customers, promoting purchase, and improving customer satisfaction and loyalty. It also proposes the strategy of experiential marketing for exiting silk textile products companies for the purpose of making home textiles Product companies to experience marketing reference.