Research On Experiential Marketing From The Qingdao International Beer Festival

In recent years,the word"experiencing"appears more and more frequently in the marketing area.As a matter of fact,the concept of experiential marketing had been mentioned during the 1970s.As a new way of marketing,experiential marketing has already been widely used in foreign enterprises,especially in the transnational enterprises.Howerer,in china,as a result of several things,experiential marketing has only been used by a small part of enterprises.Nowadays,as a marketing way of giving personalized consumer experience for consumers,experiential marketing became more and more popular,and gradually began to be accepted and applied by the merchants.There is a high reference value for the brand building of domestic products to research experiential marketing and its application.The paper chooses Qingdao International Beer Festival as a example of the application of experiential marketing in china.Qingdao International Beer Festival is a large subject festival based on the brand of Qingdao beer.The application of experiential marketing in it is very typical.Because of this,this paper tries to research and analysis the application of experiential marketing,taking the International Beer Festival as an example,concluding the successful experience and weak-points of the application of experiential marketing in the International Beer Festival,with the hope that it would give some reference to the domestic subject festivals.