The Research On Experiential Marketing Strategy Of High-end Agricultural Product

In recent years, whether foreign or domestic, incidents of food safety occurred frequently, so food safety has aroused great attention. In addition, with the development of society and economy of China, the demand structure of agricultural products changed biggly. Mainly, consumer spending for basic living proportion gradually decreased, while the proportion of developing consumption increased rapidly, consumers paid more attention to agricultural safety and health, the idea of "fousing on safety, nutrition, taste" was catching on. In this context, ecology, safety, health, value-added high-end agricultural products emerged. However, due to the homogeneity of products and services as well as "real","shoddy" and other negative phenomena in the markets, the traditional marketing seems powerless, so high-end companies need to transform marketing. This paper thinks that experiential marketing is the best way to promote high-end agricultural products under the experience times.Because high-end agricultural products has not a consistent definition, this paper creatively defined the concept of high-end agricultural products in this article according to "high-end agriculture" many scholars defined. Then uses the SWOT analysis to analyze its strengthness, weaknesses, opportunities and challenges in-depthly. After that, this article designed a questionnaire based on demand-motivation theory and the theory of willingness to buy to analyze reasons, preferences, willingness for buying high-end agricultural. The empirical analysis shows:the views of others, consumer risk perception and health awareness, understanding, trust and premium payment of high-end agricultural products will influence consumers’purchase willingness to some extent. Finally, based on the above analysis and demonstration, the study discusses the necessity and feasibility of high-end applied with experiential marketing, Simultaneously, puts forword corresponding experience marketing strategies from different angles or depanding on different reasons for why buying high-end agricultural products, includes sensory, cultural, participating, rational and personal customized experiential marketing strategy.This study hopes to provide some references to China’s high-end agricultural enterprises for the further development.