| The coming experience marketing era requires enterprises to analyze customers' demands with a new view, and to set up competitive advantages with a new marketing method. The experience marketing is a deep thought on marketing activities' rules, it has developed rapidly and shown strong vitality because of its rationality of marketing philosophy and its respect to human's demands. The young women of city in China have considerable potential of consumption, they have special behavior of consumption and they pay attention to experiential aspect. Enterprises which provide products to young women of city in China could introduce and implement experience marketing to refresh their ideas, they should make sure that their marketing direction and methods meet the consumers' demands, they should choose creative theme and develop products with vivid individual characters to gain sustainable competitive advantages in intense marketing competition. We use several study methods to collect and summarize interrelated literatures and compare different papers. On the base of traditional marketing mix, the author provides a new experience marketing pattern to improve the theories of marketing to fit the new challenge. There are four parts of this paper: the first chapter introduces the development of experience marketing study in China and abroad, beside this it also introduces the significance, the purpose and the methods of study used in this paper; the second part introduces the produce and development of the experience marketing, it also introduces the new character of the behavior of consumption; the third part particularly aims at the young women of city in China and analyze their characteristics and the potential of consumption; the last part provides a new experience marketing pattern which fits the situation of the young women of city in China, this pattern also provides a new prospect to make strategy, this part also analyze some cases to provide solutions to practical problems. |
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