Research On The Effect Of Marketing Persuasion Based On Experiential Marketing

The current world economy has reached the experience economy stage, many foreign countries and enterprise have vigorously used experiential marketing way to persuade consumers to purchase their own products. The domestic enterprise currently adopted some marketing persuade activities in the traditional way, such as advertising, sales promotion, personal selling, etc. These marketing persuade is blamed by consumers, while the effect is getting worse. According to this phenomenon, this article mainly hope to find the reasons why marketing persuade activities is becoming weaken and try to put forward some solution for domestic enterprise from the experience marketing perspective.Domestic enterprises commonly used marketing persuasion activities with many enterprise control properties. Through the theoretical derivation and the summary of survey data analysis, marketing information form and information contents hardly meet the information needs of the consumers in the process of consumer decision.It will lead to the appearance of cognitive dissonance phenomenon of consumer. Consumer will question the enterprise marketing information on credibility, stimulating degree and revealed form. The key to settle this problem is to create the understanding space of both the supply and the demand by the experience marketing ways. It will satisfy consumer in the marketing information form and content which will eliminate marketing persuade boycott.In the respect of using the experience marketing to improve marketing persuade activity effect, we need a realistic way to guide on the experience design of the daily marketing persuade. Through looking for the relationship between consumers working conditions and experience demand preference, this article try to construct a kind of method to help the enterprise identify the experience demand of target audiences. On the basis of survey, writer try to find out the rule of relationship between the experience preference and the working conditions, which will instructs the reality marketing persuade activities.