User First:The Characteristics And Development Strategy Of Experiential Cultural Industry

Development of human society has entered into the era of experience economy from the service economy, and experiences have produced a variety of effects on our lives. Only products and services are far from enough, because what the consumers need is to experience individual life advocated by experience economy, and companies no longer simply provide consumers with products before, but provide the opportunities to express themselves and create experiences in order to meet their diverse needs.As a sunrise industry in the production of cultural products and providing cultural service, cultural industry has become an important part of the national economy. With the rapid development of economy and the progress of science and technology, experience economy continuously permeates into all kinds of cultural fields, and creates multiple developmental patterns such as characteristic tourism, creative media, interesting museum, and virtual experience, and leads and creates several industrial modes like culture technology, cultural tourism, and cultural ecology, showing great and strong vitality.Through the perspective of the experience economy, this paper makes a systematic analysis on strategy of management of cultural industry. The paper is composed of four parts: the first part is the introduction which overviews the background, significance and methods of the research. The second part introduces the theory of experiential cultural industry, and deeply discuss its nature and features based on the theory. The third part is the key of this paper including Chapter Three, Four and Five. Based on Schmidt’s theory of experiential marketing, the author adopts management strategy of experiential cultural industry according to the current status of China’s cultural industry, and does the case analysis of television industry as indirect example and museum industry as direct example, then puts forward the general strategy of the experiential culture industry management. The fourth part discusses the misconceptions of operation of experience cultural industries to provide reference to promote the healthy development of the experience cultural industry.