Study On Experience Marketing System Based On Customer Value

When the development of human society into the 21st century, the experience economy era quietly approaching. Experience economy is actually the arrival of combining the commodity economy and service economy, it is the organic integration of the two economic. Experience economy refers to focus to service, to create customer experience which is worth remembrance though commodity. Experience economy and the traditional economy biggest difference is that the traditional economy understand and stress product or service from the point of production view, pay more attention to strong features, beautiful shape, price advantage of the product, and the experience economy understand and stress feeling from the point of customer view, as consumers are upgraded to the participants from spectators, in order to seize the attention of consumers, changing consumption behavior, and find the new survival value space for the product.With the customer as the center of concept is established in the marketing, marketing concept experienced from customer satisfaction to customer loyalty, then from customer loyalty to customer value eventually. Many famous international enterprises in the strategic task of the book have made it clear to"maximize customer"value targets in a place with"maximize shareholder value"targets on an equal. Accordingly, the customer as the center, creating customer value is no longer marketing tactics of the issue,has been upgraded to a high degree of corporate strategy. Customer value theory becomes the latest developments of marketing. It also becomes a new source of competitive advantage.At present, people's consumption pattern has changed. Though the consumption structure, the proportion of consumer sentiment increased, though consumer content, personalized demand increase, though the value target, pay more attention to the feeling of accept the products, though the way of accept products , consumers initiate to participate in the design and manufacture production, consumption process become experience process.Most enterprises think the quality, price and advertising and other simple marketing activities are the important things, these simple marketing activities are not create much value for customers, only when the customer's needs are met, the value will be generated. Customer needs are diverse and constantly changing, when the customer's basic needs are met, they will be focus on a higher level and deeper spiritual needs. Experience marketing is a new marketing which is driven by experience, experience marketing meet customer's needs and create a new value through offering a beautiful, memorable customer experience. At the same time, the evolution of marketing environment, industry competition intensifies, customer value has new content because of customers behavior changed, plus experience as one of the customer value factors, so experience marketing it as a new valued mode of marketing on the stage. How to consider problems from the customers perspective, how to create more customer value, how to use experience marketing for effective operation of the market, these are the urgently need to solve.The purpose of this paper is built the experience marketing system based on the customer valve theory. First, this paper summary and analysis the theory of customer value, through defining of customer value and recalling classic customer value model, the paper introduce Zaithaml's perceived value theory, Gronroos's customer value process theory, Woodruff's customer value perceived theory, Philip Kotler customer delivered value theory, Woodruff's customer value level model, Weingand's customer value level model and so on. Analyze the content of customer value, that is, the level and dynamic of customer value. Definite and analysis the content of customer value in order to understand which factors drives customer value, experience becomes one of the most important drive factors. Experience can create perception and evaluation of value, experience process is the perception and evaluation of value process. Secondly, the paper analyze the essence of experience, the essence of experience is the way which create customer value. On this basis, through the different scholars gives the connotation of experience marketing from different angles, the paper definite experience marketing, experience marketing create valued customer experience though knowing and understanding customer, though designing and meeting customer experience needs, the enterprise offer good customer perception and evaluation of activities which can achieve business goals of social and management processes. At the same time, analyze the characteristics of experience marketing, that is customers as the center, pay attention to satisfy the customer experience needs, experience marketing has theme, design and product and sale products and services from experience oriented, experience marketing is the combination of rational and emotional, focus on the customers participation and participation. Put forward facilities environment, product entities, the quality of services and interactive process are the constituent elements of experience marketing. Discusses the purpose of marketing experience is create customer value.On the basis of theory study, this paper built experience marketing system framework based on customer value. It includes three level, these are strategic design level, tactic implement level and security achievement level.——Strategic level, that is experience design. First, the marketing concept need to be fundamental changes, enterprises need to recognize and support experience marketing as the overall strategy, analyze CP model which is distinct by customer participation level and environment relevance, and SEMS model which is distinct by customer participation depth and breadth. Moreover, enterprises need from their own perspective and the two-way of customer and experience to discuss marketing strategy. Finally, it is true realized that achieve comprehensive customer experience based on customer value.——Strategic level, that is the experience implementation. Through implementing experience 5 P strategy based on customer value, including the product experience strategy, the price experience strategy, the marketing experience strategy, location experience strategy and experience staff requirements, in order to achieve business value. At the same time, Through implementing experience 6 E strategy based on customer value, that is the experience, events, immersion, impression extend to achieve customer experience value. On the basis of 4P and 6E strategy, put forward innovative experience strategy based on customer value, including sensory experience strategies, entertainment experience strategy, emotional experience strategy, cultural experience strategy and brand experience strategy, enriching the experience of the marketing strategy study.——Security system, that is experience achievement. The concept security of experience marketing though experience innovation. According to the requirements of experience marketing, reform organizational structure, keep internal marketing,, improve the quality of customer experience and establish marketing team which is adapt to experience marketing, in order to formed the organizational security organizational of experience marketing. It suggest comprehensive customer experience management is experience operational security.The main innovation of this paper is built experience marketing system based on customer value, the system include experience design, experience implementation and experience achievement, these three parts related for one another, that make the enterprises become an organic one. The full implementation and realization of experience marketing for create customers value. Of course, I was limited to the time and personal capacities. For example, there have specific issues when the integration process from the traditional marketing 4P strategy to experience marketing 6E strategy based on customer, the interaction and contact between experience marketing strategy and tactics, these are all issues requiring further study.