Research On Experiential Marketing Based On The Consumption Demands

Since American scholars like B. Joseph Pine and James H. Gilmore's "Experiential Economy" and Dr. Bernd H. Schmitt's "Experiential Marketing" were published, as a brand of new marketing ideas, the Experiential Marketing has begun to obtain the utilization in every trade, but many questions in practices still need to be discussed theoretically. This article analyzed the existing question and successful examples from the respect of consumption environment and demand in the experiential economical times and presents the key points for strategy of Experiential Marketing.The main content of this article abstracts as follows:The first part: To analyses the background of the experiential marketing as following.1. Basic concept. Getting some ideas from predecessors' research, it makes an essential exposition of the relative concepts of "the experience", strategic experiential module and experiential economy and so on.2. Consumption environment in the times of experiential economy. It includes: the residents income level has gone up unceasingly, the development of technology has been very fast, the people have more spare time, the material and the spiritual life has been daily richened, modern transportation and communications technology have been daily developed, the international market has been formed and is getting increasingly competitive.3. Characteristics of consumption demands in the times of experiential economy. The spiritual demand has become the leading demand. Individualized characteristics of consumption has become predominant day after day, the symbol consumption has manifested the orientation of consumer value. The consumer behavior is getting more initiative and interactive, influence factors of the consumer behavior have beengradually increased, the relations between the product and the service have been changed, the pursuit of brand expend has become a symbol of times gradually, consumption and leisure entertainment have been integrated.4. Some main problems in enterprises from marketing point of view: inside of enterprises it is heavily influenced by traditional marketing ideas. The marketing focus is still on characteristics and benefits, the product and service presented the homogenization trend in market. The development of individuality function is not comprehensive, experiential value has not been fully developed yet, the customer value has not obtained the complete respect and the development, "low price competition" has made many enterprises in the dock. According to all of these, that is, the consumption tendency and existing problems in enterprise traditional marketing needs to and leads to adopt and implementing the experiential marketing.The second part: To expound and analyses the basic idea of Experiential Marketing as following.1. Getting the ideas from predecessor's research to define the basic concepts of Experiential Marketing, such as its meanings, characteristics and functions briefly.2. The fundamental analysis of Experiential Marketing. Enterprises may use integrated way of experiential marketing, such as the experience of brand, entertainment, feeling and culture to create a kind of good psychological feeling and the unique experience for customers in order to realize the thorough transformation from satisfying the needs of consumers to the consumers' desire and increasing customers' experiences.The third part: Case study.In this part, the article studies some successful and good examples or cases for implementing experiential marketing, such as "Ikea" residence, Starbucks coffee and the "Mengniu sour milk super female singer" and so on. And it concludes their common characteristics as follows: the first, they cater for current consumers in the symbolic demands of spiritual level; the second, they respect the differences of consumers' personalization; the third, they can excavate an exciting experientialsubject and create a different experience; the fourth, they establish carefully an experiential scene or choose an attractive experiential carrier; the fifth, through creating experience an echo in the consumer has been founded and company brand image fostered by it.The fourth part: Conclusion— the key factors for implementation of experiential marketing in enterprises which is presented as below.1. The key point of experiential marketing is to satisfy the consumer symbolic demand at spiritual level as its goal. The key attention includes many kinds of factors such as the consumer status or the social stratum symbol, the feeling for beauty, the fashion and the pioneer, amusement and interest, the trend or epidemic, and so on.2. The experience of products is of great importance in the implementation of experiential marketing.3. The experiential marketing must strengthen "the service function", "the experience" should be a new integrant part of the customer value in order to create customer value to a large extent.4. The experiential marketing must respect individual differences of consumers and implement the interactive marketing. It should satisfy people's pursuit which can facilitate individual image and reveal the distinctive product or the service. Special needs should be designed, products should be manufactured and delivered rapidly according to customers' specific requests and "the unofficial transaction relations" with the customer should be established.5. The experiential marketing must enhance consumer's anticipation in looking, listening, usage and participation, etc.6. The experiential marketing needs to cultivate favorable impression of customers as a way, to pay attention to each customer's lifelong value and implement relations marketing.7. The experiential marketing must take sympathetic responses to experience of the consumers as the method to refine brand characteristic and to present the enterprise brand image.8. The experiential business must be designed carefully, and distinctive experience must be created in order to dig up an exciting subject for experiential marketing and design experience in innovation.