| As the experience economy springing up worldwide in the 21st century, the behavior of consumers has present the needs of the experience. Passing a meaningful consumer experiences, has become the key of corporate brand strategy and maintain of advantage in differentiated marketing.Fireworks is a kind of product with long history and rich civilization that can meet the need of consumer and have kinds of experience.However, it has been constrained by traditional brand strategy of fireworks companies in the process of modernization. Thus, the brand promotion based on the consumer experience will provide a new direction for the fireworks culture and the development strategy of fireworks companies,The study of my thesis carries out according to the kind of reasoning that is from integration of theory to practice and from abstraction to concrete practice.Firstly, analysising the culture of fireworks from three part and point out that the development of fireworks industry is based on the innovation of culture. Secondly, analysising the way of branding fireworks corporate deeply, and summed up the problems that they lack of the cultural themes of fireworks and ignore the existence of consumer experience. Thirdly, concluding the needs of the fireworks consumer on experience, based the research on demand for consumers to experience and analysising of the characteristics of fireworks products.It provided the basis for the brand promotion strategy for the fireworks.Fourthly, makeing the theme of fireworks brand promotion strategy with the integration of the preceding research. The theme focused on the problem I have summed up before.It includes six tactics:to meet experience on folk cultural,on the culture of fireworks industry,on local culture fireworks,on discharge of art, on new product experience.At last, taking the Hunan Liuyang Fireworks Limited as a case of branding strategy that be based on the consumer experience.my thesis has studied the theme of fireworks brand promotion strategy based on the consumer experience.It made communication between the fireworks companies and consumers.What's more, it has promoted the development of the fireworks culture. |
