The Research Of Experiential Marketing Strategy Of Jinan Lu Shang Plaza

In recent years, Shopping Mall is flourishing at an unprecedented speed in all large and medium-sized cities, bringing about a new round of revolution in the type of operation after chains of supermarkets and hypermarkets. Jinan, as the provincial capital of the economically advanced Shandong Province in East coast of China, has developed rapidly in commerce in the last few years. The GDP per capita reaches more than$8,869in the year2011here, entering the developable period of Shopping Mall by the international experience of$5,000per capita. During the last two years, here in provincial capital Jinan, some Large Shopping Malls such as Lu Shang Plaza, Wan Da Plaza, Heng Long Plaza and He Xie Plaza have been completed in succession with intense competition.But these malls present a kind of seeming prosperity for lack of scientific planning, accurate and professional experience management. Therefore, in the process of development and innovation, it is essential for these malls to seek and create the operation characteristics of their own on the premise of accurately grasp the market orientation. Experiential Marketing, as a new marketing pattern, is not only well met the needs of human nature and individuality, but also a good means for enterprises to seize the consumers. Due to the significant advantages and obvious effect, thus the experiential marketing shows the strong vitality and gets the thriving development. As far as the Shopping Mall is concerned, it sets the functions of shopping, leisure, entertainment and social activities equally to an organic whole as well as the multiple functions of one-stop consumption. It is not only the place for leisure and entertainment for consumers, but at the same time the best place to experience marketing. Nowadays, in the background of experience economy, the Shopping Malls in our country are bound to invigorate new vitality to our business, thereby availing the steady development of Shopping Malls on condition that they can perform marketing innovation according to the change of consumers’needs by utilizing its advantages as well as multi-tiered experiential marketing and creating unique consuming experience so as to shape and promote the brand of its own.Lu Shang Plaza is a large-scale Shopping Mall invested and developed by Lu Shang Estates Holdings embodying super marketing, merchandising, relaxing, entertaining and body building. It lies alongside the Botanical Garden, Provincial Sports Center and Mass Fitness Center. But owing to the inaccurate marketing orientation and low publicity, its operation was not ideal since the opening in2010. The main purpose of this paper is to explore series of perfect and improvement measures of feasibility and conceive new Experiential Marketing Pattern and Implementation Strategy on the basis of the research of Experiential Marketing-related theories and the analysis of the Shopping Mall features and consuming needs and to analysis the situation of experience marketing in order to provide reference for the experience marking of Lu Shang Plaza and implement the basic idea of "Promoting brand through experience ".