The Research On Enterprise Marketing Strategy Based On Experience Consume

The development of economy brings about the change of consume environment, and directly initiates transformations of consume construction, content, form and value objective, forms new consume patterns. Experience consume appears with the development and variations of consume environment, and becomes a new consume pattern.The variety of the customer need is a navigation mark for marketing to go on smoothly. The essence of marketing theories and practices lies in approaching laws by which needs emerge, develop and transmit. Regarding it as the guidance of research, according to the requests of half-science-experience method, this thesis expands foundation theories and carries on application study in view of the brand-new consume pattern-experience consume.The thesis analyzes and describes several special groups of extreme experience consume, concludes specific consume content differences between experience consume behaviors and traditional consume behaviors, and defines the basic connotation of experience from marketing angle, then explicitly generalize the difference and link among experience consume , product consume and service consume.Basic patter of experience consume is the fundamental basis by which enterprises draw up experience marketing strategy. This thesis makes specific and thorough theoretical exploration about psychology-purchase pattern, process, current trade infiltration, behavior type and customer satisfaction of experience consume, builds basic strategic system of experience consume pattern, puts forward enterprises marketing tactics based on experience consume.