Research On Experiential Marketing Module And Strategy Of Educational And Training Institutions

Experiential Marketing is a model of marketing that centers around the customers by service and commodities,through which memorial activities are created.And Experiential Training,a modern tra ining framework based upon educational ideas and management theories,evolves from the Experiential Marketing,which consists of equipment,product,service and experiential process.Q is one of those institutions that introduced Experiential Marketing into China,and successfully occupies in the market ever since.The paper studies Q's models and strategies of its experiential marketing,with the theory of Experiential Marketing as a basis,and endeavors to analyze Q's unique experience of experiential marketing.This paper consists of six chapters.The first chapter tries to trace the history of educational training,the social background of Experiential Marketing and the paper 's significance.The second one is not only a depiction of the basic theory,but also an analysis of studies home and abroad,from which the author tries to draw experiences and make an evaluation of it.The third chapter looks into the marketing environment of Q training institution,and delivers a deeper analysis of its socio-cultural,economic,lawful and industrial environment from both macro-perspective and micro-perspective.Moreover,this chapter will also make a serious analysis of Q's STP.Chapter Four studies the models of Q's experiential marketing,and points out that Q takes learners' experience as its center of consideration,and puts thinking,emotions and actions together,forming into unique strategic models of experiential marketing,and becoming a big sharer in the training market.The fifth chapter studies Q's experiential strategies of marketing.The paper will introduce Q's 4P and 6E,and analyze its specific strategies of marketing.The last chapter is a conclusion.The author tries to sum up the main ideas of the paper in this chapter and produce some basic strate gies that would somehow keep the experiential training institutions a constant competitor.