Research On The Concept And The Tactics Of Experience Marketing

The coming of the era of experience economy brings forward a very important proposition that what is experience marketing, but marketing scholars didn't understand this proposition completely and didn't distinguish experience marketing from service marketing easily, because they didn't catch hold of the essence of experience and experience marketing. To answer this question correctly, the author respectively gives experience and experience marketing a new definition from the point of view that customers are active and participate in the process that enterprises provide.The study of the value of experience marketing makes us pay attention to the evolvement of marketing modes again. Marketing philosophy and marketing mode the author puts forward make people understand this evolvement clearly, and he also demonstrates that the coming of experience marketing is inevitable.In the era of experience economy, the behavior pattern of consumers will change as economic offering changes. Having analyzed and studied some groups that are fashionable and prefer experience goods, the author concludes that experience consumption has five characteristics: emotionality, individuation, community, ephemerality and distrust. These are key conditions on which marketers implement experience marketing.The author proposes the concept and the framework of experience marketing. Nonetheless, in the field of marketing, we should integrate the theories with the practice, so we should attach more emphasis on the practice. The author thereafter develops the tactical tool of experience marketing-- experience marketing mix (5Es), being inspired by the concept of marketing mix. This tool is called as experience marketing mix (5Es) because it comprises five elements: experience, environment, event, engaging and effect. Marketers can make a marketing project as long as they respectively design the elements and then mix them.