The Research Of Marketing Planing Of HZ Experiential Shopping Center

As a kind of brand-new marketing idea and marketing method, experiential marketing has attracted widespread interest, also changes the marketing concept of general people.Experiential marketing refers to the sensual through to the target customer group and mental stimulation, build the seller impression, convey the product selling point and eventually prompt consumers to buy a new marketing paradigm.Experiential marketing emphasis the real feeling of consumer, and focus first on the experience of consumer demand, emphasizes the humanized marketing management of enterprises, from the perspective of human nature to build a new mode of marketing. Second, experiential marketing emphasizes the consumer participation and interactive communication with the enterprise, emphasizes the marketing is a communication process, continuous two-way communication can better deliver product value.Finally, experiential marketing emphasizes the consumer is a combination of rationality and emotion, and any form of marketing should be guided by experience, into specific experience marketing theme, conquer consumers on both sides of rationality and emotion.As the concept of experiential marketingspread fast, more and more consumer speak highly of experiential marketing. Lenovo claim "total consumer experience" in 2001, and this concept push the development quickly, finally it comes to the third commercial pattern.The forming and development of experiential commercial pattern marks the development of experiential marketing. HZ experiential commercial shopping center which located in Wangcheng zone appeared under this situation. HZ experiential commercial shopping center based on the theory of experiential marketing, and set ten most famous shopping center as examples. In the meantime, it becomes the most famous shopping center in Changsha.Based on the background of experiential marketing, the writer have taken several actions to make the problems clear, including visiting potential customers of target market. They have also finished some surveys about the local main competitors including Tongcheng outlets, Xingsha outlets, Shanghe outlets, and their customers. Through Market Environment Analysis, Programme Competitor Analysis, SWOT Analysis, and STP (Segmenting, Targeting, and Positioning) Theory, then using 4PS Theory, the team designs their plans in details based on the product, price, channel and promotion. Under the new model of " industrial complex with Equal Importance of the Urban and Rural, the company should seize the following opportunities, including the industry transferring from East to West, other parks preferring big owner rather than small ones, the industry adjustment and urban planning of Changsha, and investment fashions in plants. The writer think that the current marketing situation is not good enough, low publicity and so on become the threats of experiencing marketing, goals of rapid sales of Phase Ⅱ can be achieved quickly through the following methods:(a) strengthening the cooperation between the government and enterprises, (b) improving the relationship between banks and enterprises, (c) accelerating the integrations of industrial chains, (d) developing the business and life supporting facilities, (e) optimizing the planning and designing of the products.In the project of product design, ensuring good products and focusing on extension products can realize the core product sales; In the design of the project price, using the discount pricing, coefficient of differential pricing strategy of sales area and leasing area design different pricing plans; In the project marketing plan design, pay attention to the economic standard and controllable standard, choose experienced professional agent sales; In the project promotion plan, make full use of public media and the propaganda, combination of online and offline propaganda, through a variety of marketing activities, invite consumers, media and other feelings of HZ experiential commercial shopping center of experiential marketing.In order to make the project become true, the writer analyses the organizational structure, process management, human resources, information resources. First, the writer erect the concept of marketing planningprosse. Following OA producer,the company could turn traditional marketing planning concept into Three-dimensional marketing planning.Secondly this article established the director of sales and the core of sales personnel system, from organization structure to ensure the implementation of the marketing planning. At the same time, the author analyzed the project management personnel, technical personnel and business personnel in the proportion and quality requirements, in order to ensure the project of human resources, the introduction of the SAP system, accelerate the HZ experiential commercial shopping center of thedevelopment of information technology and information; Through clear rewards and punishment system, strengthen the new employee orientation and old staff on-the-job training, establish a perfect performance evaluation system to accomplish the pin control management. In this way can this article accomplish the commercial shopping center of HZ experiential marketing research.