The Research For Experiential Marketing Of Chinese Railway Passenger Transportation

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.In these years, with the developing of our community economy, the system of planned economy has gradually changes into market economy system, the railway passengers transportation organization will face the new challenges, so , marketing has been the very important.In order to search after the new railway passengers transportation pattern which is under the market economy mode, using the theory of Experiential Marketing to research the railway passengers'experience of Motor Train Unit, on the basis of research, going along railway passengers transportation experiential marketing countermeasure investigation, in order to get correct experiential marketing decision-making.The thesis divides into four chapters to discuss, first, it depicts the basis theory of experiential marketing, nail down the concept of experiential marketing. It analyses the character behavior of the passengers, according to research and analyze Motor Train Unit passengers experience, finally contra pose the experiential marketing of passengers transportation market brings forward countermeasure. The first part, creation and contents of experience marketing say all.This part mainly tallied up the theories foundation of related experience marketing, for adopt marketing strategy to provide a theories basis.From main strategy etc. experienced personally the evolution of[with] the economic foundation, marketing content of[with] creation of marketing, experienced personally the content of marketing, experienced personally marketing's influence to consumer behavior and experienced personally a marketing several aspects to experience the marketing carried on discuss and inquiry into.Along with the arrival of experience economy, people's need huge change happened, the focus of[with] concern from originally the function of product is worth the centripetal reason value transfer at purchasing the mental state experience that product City values more to bring for it for the sake of adapting this trend, experiencing personally marketing to produce, and have already brought some business enterprises a huge performance.The dissimilarity which experiences personally marketing and traditional marketing mainly expresses several aspects at the following:(1)Pay attention to a focus dissimilarity;(2)Know a dissimilarity to the customer;3)the customer is in the position dissimilarity in the marketing activity.The second part, the our country railroad develops condition and opens an exhibition experience the necessity of the marketingPass to our country railroad development of present condition and develop strategic analysis, our country railroad passenger transportation the business enterprise face a passenger transportation market the competition of the vehemence and should open an exhibition marketing work actively, think to win victory in the competition in vehemence, should make use of good experience marketing this marketing means, create for the traveller more of experience personally value.Because the passenger transportation business enterprise of the our country railroad is under the planned economy mode for long time movement, thought idea old, do not set up an advanced marketing principle, service consciousness not strong.And this, the railroad passenger transportation business enterprise wants to change thought idea actively and actively and quickly, everybody builds up its marketing idea, changing to take business enterprise as center in order to take traveller as center, tightly tight around the traveller's need open an exhibition work, serving for the traveller whole heatedly, contending for the traveller's approbation, experience personally a marketing is a friendly tool.The railroad passenger transportation business enterprise should open the exhibition experience irresistible general trend of the marketing consciousness actively, mainly having the following what time reason:(1)Opening an exhibition experience a marketing is the demand which makes to adapt the business enterprise market of the railroad passenger transportation to turn;(2)Opening an exhibition experience a marketing is to adapt the lately strategic demand of the railroad passenger transportation;(3)Opening an exhibition experience a marketing adapts a traveller a lately demanding demand.The third part, the railroad traveller's experience investigates analysisIncreased to design by"make people the center principle" in the our country railroad the sixth time lift soon of Motor Train Unit set railroad train brand a product, Motor Train Unit set railroad train is our country is a development direction that go to world railroad's conveyance with main future.This text take Motor Train Unit set railroad train brand a product as an example, went by Motor Train Unit an experience to carry on to investigate a research to the railroad traveller, and make exchange to check result experience personally in the sense organs, emotion experience, activity experience, thinking experience and connection experience personally a few aspects to go by train an experience to carry on statistics to the traveller analytical, get with draw a conclusion:(1)Sense organs' experiencing personally during the period of consuming an experience a function is outstanding;(2)In the sense organs the experience, the sense of vision experience has a main position;(3)Hardware facilities and the outstanding quality of the service is an emotion experience of importance part;(4)Considering the experience needs to create astonishment, needing to be stimulated and inducting a factor in the meantime;(5)The connection experiences personally not enough and not enough clear, need to be strengthened.Four-part separately, the railroad traveller transports of experience marketing strategyInquiry into experience marketing to carry out theories and the application in the fulfillment of the strategy and 5 E strategy of the 4 P within strategy first, then, combine investigating of the third part a result, guide in the strategy's theories under, combine the knowledge of green marketing, service marketing and network marketing etc., the actual circumstance which aims at a railroad a traveller to transport goes deep into analysis and studies railroad passenger transportation to open an exhibition experience the strategy of the marketing, carrying on in the product, personnel, price, promote sales, outlet, atmosphere, brand and innovation etc. analysis, point out an experience the marketing can adopt of measure and should pay attention to of point.Mainly have several everyone's noodles as follows:(1)The affixture experiences personally in the product;(2)Deliver an experience with the service;(3)The exploitation promotes sales a dissemination an experience;(4)Provide abundant price experience;(5)Abundant outlet experiences personally;(6)Exaggerate an experience with the atmosphere;(7)Coagulate an experience by brand;(8)Design an experience in the innovation.Get conclusion, our country railroad passenger transportation the business enterprise is in the vehemence of the market competition, the economy opens an exhibition marketing work, understanding the traveller's new need at any time, and satisfy him by quickest speed, the tallest quality.The traveller's experience need should cause railroad passenger transportation the high value of the business enterprise, taking the traveller's need as center, with continuously for the traveller create the value as target, opening an exhibition experience marketing actively, designing an experience for the traveller from the product, price, aspects such as promote sales, outlet, atmosphere, brand and innovation etc. of railroad passenger transportation, increasing the traveller's experience factor, adopting a homologous marketing combination, building the terrace of experience for the traveller, strengthening a traveller to go by train an experience.The railroad passenger transportation business enterprise passes an experience marketing work, will can promote the competition ability of oneself continuously necessarily, obtaining to lead a position in the passenger transportation market of fierce competition, seeking better can keep on a development.