Study On Entertainment Marketing Mode In Experience Economy Times

In the 21^st century, the essence of the business is entertainment. While the techs are remodeling the world, the entertainment is transforming the business. As the social materials are becoming increasingly rich, people's living conditions and consumption behaviors have been transferred. People pay more attention to the environmental and emotional senses and spiritual enjoyment rather than the product practicalities, prices, techs and profession. The consumers have stepped into the consumption-experience times. They pursue the individuation, style and spiritual enjoyment. They focus on "how will you amuse me" rather than "what you can do for me". "Happiness principle" has again attracted people back to the original nature, and the entertainment rightly fills up the vacancy. Therefore, many enterprises catch the huge demand opportunity. They mix the entertainment factors into the marketing, and attract the consumers' demands by the innovative marketing modes.The thesis is based on the theoretical analysis. First, the author reviews the experience economy, the Maslow's hierarchy of needs, the expectation theory, the consumer value theory, the consumer purchase strategy process theory and the researches on the entertainment marketing theory at home and abroad. Second, combining the explanation of the related theories, the author defines the related concepts and essences of the entertainment marketing, and interprets the characteristics and the arisen reasons of the entertainment marketing. Third, through systematical analysis, the author regards that, compared with the traditional marketing, the entertainment marketing as a new marketing mode will adapt the experience economy better.Through the analysis to the factors of the entertainment marketing, this article puts forward the four factors, then constructs and analyzes the entertainment marketing modes in the viewpoint of the enterprises and the customers. In order to ensure the implementation of the entertainment marketing to reach the prospective aim, the author studies the implementing of the entertainment marketing modes. The author mainly focuses on the interpretation of the entertainment-and-marketing-combined 4p mixed tactics. Then, the author analyzes the problems to be concerned in the entertainment marketing implementation, and the implementing control of the entertainment marketing modes. Finally, to enhance the manipulation of the entertainment marketing, the author concentrates on the typical entertainmentmarketing of Mengniu------the super-girl singers. This part explains how to apply andcarry out the entertainment marketing modes and the 4p mixed tactics to make the application more concretely and have a rule to follow.