Research On Experience Marketing Tactics Of Enterprises Based On Consumer Behaviors

With furious market competition and assimilation of products, traditionalmeasures of marketing can not be competent. Only those experiences which reallystimulate the feeling, soul and brain of the customers and merge with their life stylecan shake their heart deeply and capture their intellection. So experience marketingseeking to satisfy customer experience need appears. Enterprises should draw uprelevant experience marketing strategy on the basis of understanding customerexperience and provide experience for the customers through several methods.Enterprises must put this new concept into practice as soon as possible to wincompetitive edge in the market competition.In China, this mode is in the process of introduction. In addition to learnadvanced theory of foreign countries and practical experience of pioneer enterprises,the instructions of theory research achievements according to China situation are inurgent need. The thesis aims to narrate experience marketing combining withconsumer behaviors comprehensively, let enterprises understand this new modeprofoundly and provide new measures for marketing operation.The thesis makes use of measures of contrast analyze, comprehensive documentresearch ,observation and real example analyze to research how to operate experiencemarketing activity on the basis of consumer behavior and psychology. Chapterl andchapter2 bese on the emerge background of experience marketing, analyze thenecessity of experience marketing through two angles: the transformation of economyeras and raise of customer needs ranks, and introduce basic theory, charaters andfuctions of experience marketing. The fundermental mode of experience consumerbehaviors is the basic foundation of experience marketing strategy formulation.Chapter 3 researches psychology—purchase mode, experience consume process,behavior category, customer satisfaction profoundly based on consumerbehaviours. Chaper 4 discusses how the enterprises segment and understand customerexperience psychology correctly to carry out experience marketing in terms of currententerprises practice.provides various measures such as product experience design,experience promotion, emotion experience, culture experience, brand experience, andnarrates concepts,characters and operation methods to provide useful thoughts for enterprise marketing. Chapter 5 builds the structure of Customer ExperienceManagement (CEM),puts forward to the key point of CEM——customer contact side,discusses the value of staff,assessment and control of CEM.Chapter 6 is thesummary and prospects of the thesis.