Corporate Experience Marketing Operation

In 21^st century, the development of economy brings about the change of consume environment, and directly initiates transformations of consume construction. Consumers attach much more importance to commodity, service as well as the satisfaction of experience. Experience marketing, which appears with the development and variations of consume, esp. the experience consume, becomes a new pattern. Basic pattern of experience consume is the fundamental basis by which enterprises draw up and execute experience marketing strategy. Only the application of new concept into real marketing, can the enterprises gain the initiative position and dominate the market in the keen competition.The following is the outline of my thesis:Firstly, The thesis analyzes and describes experience marketing, including its emergence, reason. By comparing the difference between traditional marketing tactics and the modern ones, the advantage of experience marketing is more obvious.Secondly, the thesis summarizes and analyzes the theories of Experience Marketing from enterprises of home and abroad on two aspects: present situation on theory and practice.The above two parts are the theoretical basis and the following parts are mainly on the practical aspects: in chapter three, it mainly deals with the successful business of Starbac and draw up some valuable thoughts from marketing aspects, of which the value of customer should be valued and dominatedThe following parts of the thesis are the analysis of the experience marketing tactics on Chinese enterprises, from which it points out that the application of these tactics should be carefully implemented from the whole aspects and then offers the analysis pattern.In chapter five, this thesis provides an Ensure-System, of which it attaches much importance of management and process. A close-recycling model on experience management is given, which greatly ensures the implementation of experience marketing tactics. On the other hand, this theory doesn't go to its perfect state and still need further development, so it should be applied in certain fields and phase which suits the experience marketing.