摘 要“体验营销”作为一种更注重挖掘内涵、更具深层次、更有感染力的营销模式，与传统营销模式相比，它更能满足用户的心理需求，与用户沟通更有力，从而成为移动运营商营销的一种发展趋势。对运营商来说，注重挖掘用户的潜在需求和预期欲望，并将其对产品良好的体验,升华为用户对移动数据业务服务的忠诚，成为移动数据业务营销和推广的关键。

由五个部分组成，首先详细分析了体验营销理论，把体验营销策略类型分为五种：感官体验、情感体验、行动体验、思考体验和关联体验，分析了体验媒介，分析了通信数据业务与体验营销的关系，指出数据业务适合于进行体验营销。接着分析了邵阳移动通信分公司的营销状况，包括营销收入、营销问题等。在这些研究的基础上，从 5 个方面设计了中国移动通信公司邵阳分公司的体验营销策略，就是：体验主体界定设计、体验策略类型选择设计、体验主题设计、体验场所设计以及体验接触点设计。最后，就邵阳市移动通信公司如何实现体验营销策略提出了若干对策和保障制度。文章的创新是对邵阳移动通信分公司的体验营销策略进行了设计和分析。

关键词: 邵阳移动通信公司 数据业务 体验营销 策略

AbstractCompared with the traditional marketing model, as a more focus on miningconnotation , more depth , more appealing marketing model,“Experiential marketing”meets the psychological needs of users , and communicate with users moreeffectively , thus is becoming a mobile operator marketing trend. For operators ,focusing on mining users’ potential demand and expectations , and users’ goodexperience being sublimated loyalty to mobile data services , are becoming themarketing and promotion key to mobile data services.The thesis consists of five parts, the first part analyzes the experience marketingtheory, divides the experiential marketing strategy into five categories: sensoryexperience, emotional experience , mobile experience , think experience andassociation experience , analyzes media experience , analyzes communication dataservices’ relationship with experiential marketing , pointes out that data services is forexperiential marketing . Then the thesis analyzes Shaoyang Mobile CommunicationsCorporation 's marketing conditions, including marketing revenue and marketingproblem. Basing on these studies , the thesis designs five aspects of experiencemarketing strategy for Shaoyang Mobile Communications Corporation, thesestrategies are how to design experience theme defining, experience strategy typeselection, theme design experience ,experience workplace, and experience contacts.Finally, the thesis puts forward some countermeasures and security system so as toachieve these experience marketing strategies of Shaoyang Mobile CommunicationsCorporation. To design and analyze experiential marketing strategies of ShaoyangMobile Communications Corporation are the innovation.Keywords: Shaoyang Mobile Communications Corporation, Data Services,Experiential Marketing, Strategy