On Experience Marketing

Goal Of The ThesisWhile the opening and reform of china go on, the market-directed economic of china begin to become perfect, competition of market become more and more fierce, and it is more and more difficult in making goal of business management come true with marketing action directed by traditional marketing theory. In order to walk out the trap of the traditional marketing, win the market and the loyalty of customers, and make the product and brand impress deeply customers and become the fist choice of them, companies cry for the guidance of new marketing theory. Through the research into experience marketing, the thesis wants to expand the view of companies, provides companies a new marketing theory and thinking method on marketing in the coming ecnomic phase(experience economic), make companise walk out the trap of traditional marketing, and obtain better market achievement. Research Method Of The ThesisThe thesis synthetically use the method of investigation study and theory analysis. After collecting plenty of external and internal positive data on experience marketing, author analyses those data and former theory and generalizes and puts forward his own theory. Basic Content Of The ThesisFirst, based on the definition of experience, the thesis talk about the character of experience and it's formation process, differentiates the narrow experience marketing from the broad experience marketing and compares the traditional marketing with the experience marketing. Second, the thesis analyses the reason of experience marketing development and discribes the situation of abroad and inland experience marketing, then according to different character, author classifies the experience. On this ground and based on the former research result and the realistic situation of experience marketing, author puts forward seven strategy of experience marketing, that is "7EP". After that, the thesis discusses the precondition that companies undertake experience marketing, put forward the executive model of experience marketing, and elaborates the four executive steps in detail. In the end, the thesis predicts the future of the experience marketing, and discusses the ristriction of experience marketing development in our country.