The Use Of Experiential Marketing Concept To Create A New Jewelry Business Image

Experience Economy, first presented in 2000 on "Harvard Business Express" hasbeen regarded as a new type of economy model, succeeding the Agricultural Economy,Industrial Economy and Service Economy. It's generally accepted that ExperienceEconomy Period has come, which makes Chinese jewelry companies in great need ofa new theory on Corporate Image Strategy. The paper studies the usage ofExperiential Marketing, the characteristic marketing method in Experience Economy,in jewelry industry and attempts to provide a new Corporate Image model, resulting innot only timely development but higher brand value and better marketing profitmargin for jewelry companies.Based on theoretical analysis and case study on varieties of Corporate Imagemodels of world-famous jewelry brands, the paper concludes that jewelry companiescan carry out Corporate Image Strategy on the basis of newly-developed ExperientialMarketing theory.The paper starts from the intonation of Experience Economy, its differences fromthe traditional economy, and the intonation of Experiential Marketing, based on thecharacters of "experiencing" and the "experiencing" procedure of customers' sensesof smell, hearing, sight, taste and touch. The key point in jewelry ExperientialMarketing is that the procedure should be based on the "experiencing" of customers.Then the paper theoretically studies the interactive relationship between CorporateImage and Experiential Marketing, concluding that jewelry companies should buildup suitable management model on Experiential Marketing, and work out preciseCorporate Image Strategy. On this point of view, the paper studies the jewelrycompanies in China and conducts the research on how to carry out new jewelryCorporate Image Strategy on the basis of Experiential Marketing and the four steps tocarry out jewelry Corporate Image Strategy. The highlight of the paper lies in themodel case study of "Only She" to deduce the possibility to carry out CorporateImage Strategy.