Empirical Research On FMCG Experiential Marketing Model And Strategies

New challenges that fast consumable enterprises faced include marketing concept innovation , marketing organization innovation , marketing method innovation,marketing mode innovation and marketing strategy innovation.Based on this objective , combined with the world's current economic development stage,foreign enterprises successful marketing mode,on the promise of exploring Chinese situation and enterprise features,it is advised that experience marketing mode should applied in Chinese FMCG enterprises. The first part is introduction,including research background,purpose and meaning,research status of domestic and abroad,research methods and main contents,innovative points; The second part mainly analysis experience marketing advantage compared with traditional marketing and the theoretical basis of experiential marketing. The third part is FMCG experience marketing conceptual framework, mainly expounding FMCG experience marketing definition, applicability, function and advantages. The fourth part is FMCG empirical analysis of the experience marketing through case analysis FMCG perception. The fifth part is FMCG experience marketing model and strategies proposal based on empirical analysis. The strategies include sensory experiences,brand experience,product quality experience,consumption process experience , word-of-mouth experience strategies and so on. In conclusion, the sixth part of this paper pointed out that the deficiencies and subsequent research needs.The innovation points of the thesis mainly embodies two aspects: (1)The research content innovation. The research of FMCG business and marketing problem from the point of view of experiential marketing, the new research angle and content has important significance in enriching fast consumable marketing theory and practice; (2) Research methods has been introduced in a new field. On the basis of a number of reference literature and their results referred to and case empirical analysis, FMCG experience marketing model is established and its strategies is put forward, meanwhile, FMCG experience perceived evaluation under the influence of different characteristics as consumer gender,age,income is analyzed, the conclusion that the experience for different characteristic of consumers adjusted fast consumable experience marketing strategy etc conclusion.