Study On Experiential Marketing Based On Customer Value Angle

In the background of experience economy era,people's consumption environment and structure have taken great changes.In this era,consumers not only need goods and services,but also aspire the satisfaction of experience.In order to meet consumers' demands,experiential marketing is coming.Since the 1990s,with the development of marketing philosophy of'customer orientation",the key point of marketing philosophy changed from products and competition to customer requirement,the experience marketing field is no exception.Therefore,during the implementation process of experiential marketing,the enterprise must explore the relationship between the customer value and experiential marketing on the basis of mastering marketing's characteristics and development needs.And it's necessary to formulate correct strategy in order to meet customer's demands.During the process of experience,the customer perception of experience is essentially the perception experience of customer value.As a customer value of new driving factor, experience furtherly enrich the connotation of customer value.Actually,the experiential marketing is fundamentally providing customer value by transfering experience to customers.However,with the deeping of consciousness hierarchical,the customer experience level is rising.the experience level can rise from origin of experience to sufficient value experience,overflow experience,even excessive value experience.Therefore,it's necessary for enterprise to definite each experience level of customer value orientation and satisfy customer value demands on different experience levels.Enterprise's experiential marketing implementation need to adhere the customer value orientation.On the one hand,the enterprise should from the angle of themselves to design experience,by using of different levels of experience in different ways experience.and then,basing on the formation process of customer value,enterprise should establish experience transmission mechanism;On the other hand,the enterprise should from the angle of customer to definite key factors of customer value and then use products, services, and situational factors to realize the customer value.Based on these,the enterprise should make the experiential marketing strategy.Using the right product experience strategy,service experience strategy,personnel experience strategy and brand experience strategy,to consolidate the origin of experience,to eliminate negative experience,further to provide sufficient value experience and overflow experience value,even excessive value experience.The customer experience management is a important guarantee for the enterprise to complete experience and realize customer value.Therefore,during the process of experiential marketing's implementation,the enterprise should strengthen total customer experience management,and the enterprise can establish experience-guided organization,strengthen the customer value management to cmplete the process of experience and the whole of customer experience value realization.