Study On Tropical Agricultural Products Of Experience Marketing Strategy

Nowadays，the social and economic is rapid development，and the material lifelevel of people improved greatly，consumer demand is no longer just physicalsatisfaction，but turned to the pursuit of spiritual and psychological these higherlevel of needs．As this demand changing，the traditional marketing method is nolonger applicable，and the experience marketing take meet consumer experiencedemand as the goal，satisfied psychological or emotional need to consumers inexperience process， it is a new kind marketing method that in line with theconsumer demand changing．Tropical agricultural products as people’s basic food in life，and is a favoriteproduct for popular，has a broad market，but by the development of world economicintegration，the tropical agricultural products faces more intense competition athome and abroad with other agricultural products．Due to tropical agriculturalproducts planted production location, climate condition and other reasons，themarketing method also more special than other agricultural products．In view of theconsumer demand shift increasingly，tropical agricultural products should improveproduct added value through building experience，and use experience marketing topromote the sales and enhance the brand competitiveness．The paper from tropical agricultural products of experience marketing，firstintroduces the research background，research contents and article significance，expounds the domestic and foreign literatures that related agricultural productsmarketing and experience marketing，give a general situation about the basicknowledge and theory of experience marketing， further analyses the presentsituation of tropical agricultural products production and marketing to find out theexisting problems，then take Hainan coffee beans this agriculture as an example，analysis of its current development situation and carries on SWOT analysis，discusses how to use experience marketing to improve product brand competitiveness of Hainan tropical agricultural products．Through the analysis, themarketing of agricultural products in Hainan need the government, enterprises,consumers and social public of joint efforts，supported by strategy, ensure thesmooth implementation of the experience marketing; based on requirements,determine the experience theme and form; scenario as stage to create pleasantexperience for consumers; emotional needs as breach, put the experience rise tospiritual; take brand as a link, establish a experience mechanism for communication;by means of specific media, integration of experience marketing channel, accordingto their own actual to implement experience marketing strategy, promote theproduct brand competitiveness.