The Research For The Expense Experience Process Management Model Based On Experiential Marketing

Along with the people living standard and the quality of life enhancement, people's purchasing objectives are no longer the product itself; on the contrary, the consumers purchasing behavior is due to the consideration of the symbol significance and the symbolic function of the commodity . In other words, the consumers even pay more attentions to the joy and comfort along with their purchasing process, then obtain individuality satisfaction. In views of this kind of purchasing tendency, the enterprise needs to act according to the consumers'new demanding characteristics, in order to strengthen its position in the market. And also it needs to guide and excavate the individuality demands of the consumers. Therefore, the experiential marketing arises. Under this background, the consumer behavior researchers begain to discuss and measure the purchasing experience from the point of emotional experience, service experience, shopping experience, experience value and shopping values. In the aspect of marketing strategy research, the domestic and foreign scholars also developed many experiential marketing strategy tools, which have been widely utilized. But how to use these tools to design and manage the strategys of purchasing experience, it is a research blank, and constructing the motivation of this study.Part one: literature reviewIn this chapter the auther discussed around the evolution of the marketing connotation, and the related theory about the experience economy, the experiential marketing, and the purchasing experience. According to the...