Research On Experience Marketing Strategy Of Service Enterprises

Experience marketing is a wholly new marketing model with the coming of the experience economy. Service profession is a typical representative of experience. However, the generally accepted 7P marketing combination in service economy hasn't fitted perfectly into external demand of new economy. Therefore, it appears very important and urgent to provide marketing strategy of experience and to device marketing tactics of experience for service enterprises. The article is, through research into experience marketing, to enrich the whole marketing system, to open a new prospect for service enterprises and to make them not be trapped by traditional marketing. All in all, the author aims at providing theoretical and practical support for service enterprises in new economy.First of all, the essay elaborates the strategy theory of experience marketing .Beginning with the connotation of marketing, the author describes the characteristics and the generation process of experience, represents the meaning of marketing and experience marketing, and analyzes the differences between experience marketing and traditional marketing in detail. Then, the author expounds the strategy mainstay theory of experience marketing. In brief, the section builds a substantial theoretical base for latter research.After that, the paper represents the marketing theory of service enterprises in service economy. The section focuses on the latest definition of service enterprises and the 7P tactics of marketing combination.At last, the essay primary studies the experience marketing strategy of service enterprises. Firstly the share explores the STP strategy and the brand strategy of experience marketing. Although the author proposes the concept and the framework of experience marketing, nevertheless, in the field of marketing, the researcher should integrate the theories with the practice, so the author should attach more emphasis on the practice. The author thereafter develops the tactical tool of experience marketing, that is experience marketing mix——the 4P marketing combination from enterprises'viewpoint and the 5E marketing combination from customers'vision angle, being inspired by the concept of marketing mix. The 4P marketing combination comprises four elements: product, price, promotion and place, and the 5E marketing combination includes five elements: experience, environment, event, engaging and effect. Marketers can make a marketing project as long as they respectively design the elements and the mix then. The share constructs the strategy model of experience marketing for service firms.