AStudyonExperientialMarketingStrategyandItsApplicationinChina-最新资料

1、A Study on Experiential Marketing Strategy and Its Application in China The experience economy is that companies will create memorable feelings for consumers， with service being the focus and products being the material. Experiential marketing is a powerful weaponfor companies to rapidly open new ma

2、rket segments. With the gradual recognition of experiential marketing and the further opening up of domestic market in China ， the Chinese experience economy is undergoing a rapid development and reckoned to have great potential prospects. First of all the thesis discusses the origin ， development a

3、nd basic characteristics of the current experiential economy in theory. Second ， the thesis further explores the genuine content of experiential marketing and thus how an enterprise implements the experiential marketing consistently to generate substantial economic profit. Next， the thesis studies t

4、he perception towards experiential marketing within Chinas serv ice industry and its application status quo. Finally， the thesis elaborates on the future potential and prospects of experience economy and experiential marketing ， which are doomed to take off in China. I. Introduction 21st century is

5、a highly competitive age when various kinds of companies are fiercely competing with each other in this limited market. At this time ， experience economy appears and its appearance is definitely not occasional. With the rise inpeople s income， consumers are placing more importance on the pleasure an

6、d satisfaction with affection apart from the products quality. Therefore ， as a total new economic pattern and marketing strategy approach ， experience economy and experiential marketing deserve our serious attention and in-depth study. However， the study nowadays just dwells on some fragment and se

7、parate levels without being done on a whole level. And as for specific market segment， China is one of the greatly potential markets where experiential marketing strategy can be well-applied to generateconsiderable benefits and profits while it doesnt win enough attention yet. II. Related Basic Info

8、rmation about Experience Economy 2.1 The Origin of Experience Economy The economy evolution process ， with the transformation of consumption pattern ， has been from the old agricultural economy ， industrial economy ， service economy to the upcoming of experience economy.2.2 The Concept of Experienti

9、al Marketing As a unique approach to the task of marketing goods and services ， experiential marketing is a concept that integrates elements of emotions， logic ， and general thought processes to connect with consumers. The goal of experiential marketing is to establish the connection in such a way t

10、hat the consumer responds to a product offering based on both emotional and rational response levels. 2.3 The Characteristics of Experience Economy Non-productivity ， short-period ， interactivity ， non-substitutability ， deep impression ， high turnover of economic value. These are the basic characte

11、ristics of experiential economy. 2.4 The Features of Experiential Marketing The features of experiential marketing is to care for the consumers experience ； design ， make and sell the products with an experience orientation； examine the consumption situation ； a theme is needed for an experience ； t

12、he methods and tools are variable. III. Experiential Marketing in China s Service Industry 3.1 The Current Situation of Experiential Marketing in China Nowadays， Chinese people are undergoing a transitional period of time from being in a traditional economy age to an increasingly wealthy and materia

13、lized age. Product homogeneity gives consumers more opportunities to make different choices. Traditional marketing strategy which simply stresses the efficacy and features of products faces great challenge. Network communication technology and production technology are advancing at a tremendous spee

14、d， which makes a new marketing approach seem ready to come out at any call. Experiential marketing， due to its own features and advantages ， is getting more and more attention and favor from home and abroad. However ， there is still something that needs to be further studied and explored ： the curre

15、nt situation of experiential marketing in China ， the potential problems that are needed to be paid great attention to and the corresponding solutions. These are now the focuses and concerns of Chinese business world ， especially the service industry. 3.2Misunderstanding among Enterprises in China T

16、here are some misunderstanding among Enterprises in China ，for example， they think that experiential marketing is just about providing good service or service is equal to experiential marketing； some think experiential marketing is just fit for those service-type companies ； some think that applying

17、 experiential marketing is just within the realm of big companies； some others totally implement experiential marketing strategy based on the mature experiential marketing theories which are actually developed under the western worlds mature economic environment ； even some companies think that expe

18、riential marketing is too virtual to be reached. 3.3Problems in the Application of Experiential Marketing There are some problems in the application of experiential marketing， like lag of marketing concept/idea ， experiential marketing existing in China as a kind of tactical strategy approach， cogni

19、tive misunderstanding about brands ， customers low participation ， and lack of solid product quality basis. These problems are deep-rooted and hard to get rid of. IV. Countermeasures to Solve the Problems First ， establish the experiential marketing concept of being consumer-focused and create over-

20、all experience for consumers. Second ， set up experiential marketing strategy and achieve the three-dimensional goal of experiential marketing. Third ， make full use of internet resources and realize the networking of experiential marketing. Fourth ， the fourth point mainly embraces the implementati

21、ons of the concrete marketing strategies combination. V. An Outlook for the Application of Experiential Marketing in China Even though China is just at the beginning of implementing this experiential marketing strategy and there are still a lot of imperfection， misunderstanding and problems waiting

22、for Chinese companies to solve. Anyway， one idea should be held ： Little Lotus Just with Buds. In spite of imperfection ， misunderstanding and problems ， it has already gradually found its own place and taken off. More and more Chinese companies begin to pay closer attention to experiential marketin

23、g and try to practice it. We can see that experiential marketing is attracting more and more companies and consumers with its own unique charm. China is a huge potential market for companies to launch campaigns to compete with each other and make great profits. No matter what kind of business these

24、companies will do， experientialmarketing strategy is an advantageous weapon for them to hold in hand and win this battle. There is a good reason to believe that experiential marketing will become the new trend for the 21st century marketing development. VI. Conclusion China is a huge potential marke

25、t and experiential marketing is just taking its step and moving forward into this huge market. Despite all the problems and issues arising from this experiential marketing in Chinese market ， there is still a strong belief and hope that experiential marketing will take its shape and gradually perfec

26、t itself to serve the purpose of Chinese companies. The only thing that Chinese companies should do is to implement experiential marketing tothe best according to their own unique situations and take a hard look at every opportunity that comes to them. All in all ， there is still a long way to go before experiential marketing can be fully developed and applied in Chinese market. References ： 1 Cateora ， Philip R. ， and John L. Graham. International Marketin