Research On The Strategies And Mode Of Operation About Experience Advertising

With the times of experience economy is coming,the consumers'experience needs are growing,more and more businesses begin to put experience widely into marketing activities,which makes experiential marketing popular,and also makes experience advertising show more of its powerful advantage and strength. Experience advertising expands and spreads of experience symbol to meet the consumers'needs,and get the consumers'favor. With today's society growing homogenization of goods,consumers becoming more and more mature and critical and attention resources increasingly scarce, the effectiveness of traditional advertising is becoming weaker and weaker.The times with a celebrity advertisement made an big market, or rely on a superscript won many consumers has gone forever. Consumers increasingly focused on the needs of their own personality, more concerned about their own buying process,and they would like to get some different cordial interesting experience when.they consuming.So only those advertisements which are able to convey wonderful experience, and skillfully provide experience scenes can touch consumers whose hearts are becoming stronger and stronger.Experience advertisement in today's advertising industry can be said to be a new topic. Looking the researchs at home and abroad,most of them combined experience with marketing and had formed a complete set of mature experience marketing theory.But on the other hand,the researchs of experience advertising are extremely rare. In fact, the study of experience marketing can excellently prove that in today's experience economic times, consumers tend to experience consuming, and they are no longer just concerned about products and brands, they care more about the unique experience in the course of consumption,Starbucks is the best example. So, whether theoretical or practical all proved that in today's society experience has brought new opportunities to the business. So if we put experience in to advertising, use symbols to enlarge experience, and spread experience widely through the mass media,if we do this,we will expand the scope of experience, make experience from experience entities into symbol experience, and it can regain its vigor.On the other hand,it can be solved to some extent from the advertising audience fatigue,because experience advertising standing on the consumers'position which says consumers want to say,shows the daily life of consumers, and communicates with consumers,will be granted to touch consumers'hearts.This is the experience advertising,through the experience symbols to communicate with consumers and meet the consumers'experience needs,it can enhance the impact of advertisements.So,in the high tide of experience economy,in the hot study of experience marketing,and consumers'stronger experience needs,the study and exploration of experience advertising is becoming more and more important.This article from the perspective of experience,through grasping and understanding of the meaning of experience,through understanding of experience economy,experience consuming,experience marketing,and other concepts which is closely related to the experience advertising,to understand experience advertising and analysis its connotation,characteristics,to analysis its positioning, creativity, performance,operation strategies,so as to explore its mode of operation, using its model to make experience advertising play a better role.