The Application Study Of Experiential Marketing In Modern Shopping Mall

The process of the economic evolution along with the changes of theconsumption appearance, already economy from the past agriculture,industry economy, and the service economy changes to the experiencespersonally type economy. The economy develops to change with socialappearance vitally related, along with the development of the technology,information industry continuous changes and improvements, people needand desire, the consumption appearance of the consumer and also theground is under the influence of experiencing personally economically.Experience personally economic creation, is an inevitable outcome thatsocial productivity promote continuously, it not regard personal will as totransfer of. The rise of the experiences personally type marketing isbecause of business enterprise to product and serve to have made out onthe quantity, function very outstanding, with as for the customer isopposite to downplay with the benefits to the special features, but pursuethe " special features with benefits" of the higher level of structure then"experiences personally".The experiences personally type marketing wants to stand senseorgans( Sense) in consumer emotion( Feel), consider( Think), theactivity( Act), connection( Relate) waits five aspects, redefine, designingthe marketing considers way. It is this kind to considers the tradition thatway break assumption is on the "reasonableness consumer", thinking thatthe consumer is a rational rising what sensitive faculty again. Consumer isin whole consumption process of experience personally, is just key tostudy the consumer behavior and business enterprise brand management."I am happy, I buy" is a consumer to experience personally theconsumption inclines to popular to express. The consumer becomes moreand more the sensitive faculty turns, the character turns, the emotion turns,their require with the point already from pursue the practical changingdirection pursues to experience personally.Because commercialized to annihilate the merchandise to bringpeople to turn with the character that serve, special feels sexually withexperiences personally, experience personally to just seem to be the footof precious. The popularize standard product loses support gradually;turning the product to the character is more and more high with the needof the service. People pursue more and more those can help realize oneself's character turns the image, manifestation the oneself product orservices of the out of the ordinary. The modern people consumes to notonly pay attention to the product that get only apparently how, but payattention to more at where and how to get this product. It is so-called toexperiences personally marketing, primarily is the whole activities thatbusiness enterprise with the contented consumer experiences personallyneed for target, regard service product as the stage, regard visible productas to carry, produce to operate the high quantity experiences personallyproduct.Old special features in inside in traditional marketing with advantagemarketing principle with model, will be experienced personally themarketing permanent use the ground replace.The characteristic of the traditional marketing1. The concern is characteristic in the function with advantage2. Define to compare with competition for the product category3. The consumer was seen is a reasonableness decision maker4. Adopt the analysis, fixed amount with handles the method of thelanguage informationExperience personally the characteristic of the marketing1. The concern customer experiences personally2. Regards experiencing personally as to lead to design, create withsell your product3. Experience personally consumption scene4. Customer since is rational to is affective again5. Experiences personally to a" topic"6. The method has various sources with the toolChina formal the retail trade did not appear the phenomenon thatforeign capital large quantity flow out into after joining the WTO, theforeign capital enters to have no to result in the impact of bigness to thelocal retail trade. In join world trade buildup transition period, thegovernment will make use of the transition period to take into theprotection to the country retail trade well, can't open to let foreign capitalformation pounded at excessively. 3-5 years of transition period empress,because of retailing to the foreign capital to release limiting, the foreigncapital retails the business enterprise may have a development for thanquickly. But because the government management is gradually the normwith to a corpus for and Chinese business enterprise competition abilitystrengthening waiting factor, foreign capital business enterprise in socialconsumer goods retail total amount specific weight although wouldcontinuing exaltation, impossibility becoming China retailing market.5-10 years of transition period empress, retail the exaltation of thebusiness enterprise competition ability along with the domestic, theascension power a market for would drive stopping, local businessenterprise with foreign capital business enterprise quota of the foreigncapital business enterprise market quota is opposite to keep stability.Henceforth, along with the localization advantage of the local businessenterprise would gradually now, the domestic still retail the market quotaof the business enterprise the meeting cowgirl has the exaltation.Not only has the strategy of the retail trade development programs,but also prospers the nation to also develop to provide to guarantee for theretail trade in the aspects of law with administration. But that our countryis current to has no system to develop to program to the retail trade, therelated law system hasn't become, concerning the management of theretail trade and statistics the system is still not norm. Our country retailtrade is in the aspects of industry construction, marketing method,multinational operating and to new technical application etc., and prosperthe nation to also have the bigger margin.Huge crocodiles in business of the abroad are slavered in local retailprice general merchandise industry market already and for a long time,along with open thorough, its have been confirmed very effectivelyabroad the experiences personally type marketing mode also will followcertainly, the system study its the mode of application and standards tohave become the main" required course" in local retail trade.The strategy purpose of the sense organs marketing is to realizes thedifference turn, provide the value and encourage the consumer. The senseorgans marketing wants five kinds of feelings ——sense of vision, senseof hearing, sense of taste that attract mankind and the sense of smell withthe touch. It's the target of the whole wants to make use of the senseorgans incitement, leaving the customer the deep sense organsexperiences personally, with establishment business enterprise with thespecial image of the brand, urge the customer purchase, now the valuebetween product and service.Seeing from the angle of the sense organs marketing, the main senseof vision chemical element includes the color, shape with the calligraphyand painting. They are all more the factor that stimulate, sexy, refreshing,enjoy please the eye, become mighty sense of vision pound at dint, giveconsumer some new in allusion to signal.The voice affects the company to identify with brand with musicfrom two aspects: Conduct and actions background, they can at retail aground or other a to build up identify; In advertise with motherly spread,they are main factor to create to set up to identifies.Sense of taste is felling that the memory that what mankind have ismost severely, the sense of smell is also mankind most severely.The product that industry produce is icy, but the consumer demandpasses the bodily felling to the merchandise that experiences personallythe happiness brings the person, by so doing, the very comfortable touchresult become count for much.The affection of the emotion marketing claim customer internalityand motion, the target is a positive mood to creates emotion experiencespersonally, its scope can be a geniality, tender feelings, arriving themerriment, proud of even is a severely excited motion in intense emotion.The function advantage in product hazes canted keep up with satisfythe consumer to expresses with the ego at the emotion advantage sex theneed on the advantage, as a result the brand emotion claim certainly willbecome the focus of the competition but is highly valued.Considering what marketing claim is astonishment, interest thatintelligence, because the customer by creativity concentrates or scatterabout to the problem of consider, creates to set up the perception withexperiences personally problem-slovenly for the customer.The activity marketing strategy is for the consumer to create everykind of each kind experiences personally opportunity, include the body...