Research On The Experiential Marketing Strategy Of Canon (China) Company Ltd

Following the experience economy, the demand structure of consumers has been facing great changes. On the one hand, consumption level turns from function to experience, on the other hand, homogeneity trend of production and service has been impairing the feeling of consumers for personality and uniqueness little by little. In order to look after new benefit, businesses have to understand customer’ demand again. It will be core issue paid attention to by theoretical and operational fields how they can supply customers with high values exceeding that contenders can supply. Undoubtedly, Experiential Marketing can play the role in the process.The dissertation aimed at study on experiential marketing strategy which execute by canon ltd. The first, introduce the coming of experience economy and experience marketing and analysis the meaning of experience, experience economy, experiential marketing。Besides, reveal five different items between experiential marketing and traditional marketing.Secondly, there is detailed instructions of Canon group and canon (china) ltd. The important is that canon (china) ltd. take various kind of experiential marketing strategy such as the positioning strategy of experiential marketing and the process strategy of experiential marketing.Finally,by analysis all kind of measures in Canon experiential marketing, set up Customer Experience Management system frame structure as the core of manage customer information in the whole process.The Research on account of canon experiential marketing not only enrich the theory of marketing, but also guide the actual marketing in consumer electronics industry. This article has great guiding significance in the way of organizing experiential marketing team and improving enterprise competitive advantage.