| Experience marketing is the result of the common function between the urgency of the market mechanism and the increasingly change of customers’ characteristics of psychology and demand. The arrival of the experience economy requires the enterprises deep analysis of customer needs, with new marketing way--experience marketing to refigure competitiveness of the enterprise. Through the sensory, emotional, thought, action and associated integration, forming the consumer in the experience marketing activities of the complete experience, enhance its motive in purchasing and consumption behavior, and finally realize the enterprise the management goal.The clothing market of the EPC of Liaoning breakthrough the way of traditional marketing and the profit model, the experience marketing strategy is the main strategy. Including:based on RFID radio frequency technology of the senses type of experience marketing, based on market display design team of the situation type of experience marketing, based on RFID radio frequency technology of membership personality model of experience marketing, service concept based on Japan of the service mode of experience marketing. But in the process of application, there have been some problems. Such as:the theme of the experience marketing activities not enough features and rich; experience marketing in the product homogeneity is serious; experience marketing sensory integration enough; experience in marketing to provide service does not reach the designated position, etc. The author analysis the problems of experience marketing in the clothing market of the EPC.The dissertation consists of five parts, including introduction and four chapters. The first part is introduction, which introduce the background and advantages of the experience marketing in the clothing market of the EPC. Chapter1presents experience marketing analysis, including the generation of experience marketing, character and factor analysis; Chapter2analysis the problems of experience marketing in the clothing market of the EPC. Chapter3analysis the improvement measures of experience marketing in the clothing market of the EPC. Chapter4presents the conclusion and enlightenment. EPC should be put experience marketing into practice as soon as possible, design and creativity accord with the target consumers experience activities, and constantly meet consumers’ experience demand, provides the suitable for experience of products and services, such ability in the fierce competition in the market to win advantages. The authors try to solve the problems faced by the clothing market of the EPC in new economic era through initiatives in marketing concept, marketing emphasis and marketing methods. |
