Experience Economic Times Brand Strategy Based On Consumer Behavior

The experience economy's booming is the trend of the times,which is determined together by the society,cultural and economic progress.The experience economy,compared with other economic shape,will be with subversion of commerce logic and the changes of consumer's intelligence mode.In experience economic era,Consumers begin to shift to the high-level demand, customer's one link demand satisfying mode become unseasonabe.So the brand strategy based on consumers should innovate too. According to the logic that the two external variable experience economic era and consumer behaviour are both the decisive factors of the making policy of enterprise's brand strategy, this text is divided into six chapters from the structure.Chapter one introduced the background of the booming of experience economy, the meaning of the experience economy,the new orientation in China's changing consumption strucrure,the comparative analysis of experience economy with other several kinds of economic shapes ,and the types of experience economy.Chapter two expounded the fact that the commercial logic of experiencing economic era is subverted.It launches describing from seven aspects:market demand satisfying logic,enterprise operation logic ,production logic ,competition logic ,market operation logic, customer value logic, innovative products logic.Chapter three analyses consumer behaviour and environment in experience economic era. On the basis of introducing psychoanalysis basic theory of the consumer behaviour,comparing with the consumer behavior at other stages of economic development, analyse the behavior trends and consumption environments of the consumer behavior of experience economic era.Chapter four, on the basis of the three chapters, explains the defination of brand, brand value, brand constitution based on consumer behavior of experience economic era.Chapter five expounded the fact in an all-round way what brand strategy we should adopt in experience economy era.It comprises eight strategys:set up the core brand value on the basis of experience, strengthen the relation between brand andconsumer, pour into culture of brand experience , improve customer intangible value ,set up the mode on a large scale based on customer participation,pour the experience factor into the advertisement,establish the product design taking experiencing economy as direction,establish enterprise citizen's image.Chapter six introduces four kinds of innovative tools about brand strategy of experience economic era:SHUP, TCEn MOT, IMC...