Research Of MG Motor LTD Experiential Marketing Strategy

With the rapid development of the national economy, market in automobile industry continues to expand, creates new space for the development of automotive marketing services company. Household income continues to improve, foreign exchanges become more frequent, people’s consumption capacity gradually increased, consumer attitudes are constantly changing,consumers no longer passively accept the induction and control of enterprises. While purchasing a product, consumers focus more on enjoying and experiencing this process.To get away from traditional marketing traps,to capture the market chance, to win the loyalty of customers, enterprises is in an urgent need for new marketing theory.Through the researching of experiential marketing strategy, to broaden the business vision, to provide enterprises with a new marketing theory, and a way of thinking in the coming phase of experience economy marketing.To help the enterprise get out of the traps of traditional marketing, and reach better market performance.This paper, a case study of MG Motor Sales Ltd, by using the concept of experiential marketing mode and research tools, theory with practice, through an in-depth look at status quo and trends of the automotive marketing industry,analysis on necessity of experimental marketing in automobile enterprises,to research the practice steps of experience marketing,to made the specific marketing strategy for automotive business.The conclusion of this article is: Totally customer-oriented experiential marketing, can meet the different requirements of the customers, and customers participating in the enterprise’s marketing and management level of operating interactive management science,enables buyers and sellers to achieve win-win.