The Research On The Experiential Marketing Strategy Of Hotel Executive Floor

The experience economy is still at the period of budding, especially in the hospitality industry. Even that, the effect brought by the experiential marketing makes us have to pay more attention to it. As our country is getting more open, many external hotel groups have been entering our country and occupying the market share. It makes our local hotels really difficult. Their advanced managing experiences are worth our learning. Only combining their advantages with the situation of our country and finding out our own traits can we win in this battle. The experiential marketing is a perfect weapon.For many people, the idea of the hotel executive floor is strange. But actually, these special floors which specially face to the high-up persons can make nearly 20% of the profits to the hotel annually. So, researching on this group is very necessary. Despite of that, we can hardly find the investigation materials of the scholars about that. Whereas this situation, I set the executive floor as the emphasis of my study, and take the Crown Plaza Hotel in Chengdu as an example and finally design a series of the strategies by using the theory of the experiential marketing.This article is made up of five parts.In the first and second parts, I mainly introduce the existing researches on the theory of the experiential marketing and its application in the hospitality industry.