The Application Research On Experience Marketing On High Added Value Agricultural Products

Agriculture is the basic industry of national development, China is a large agricultural developing countries. To the high technological content, good brand effect, deep cultural connotation of agricultural products with high added value for the content, that is representative of modern high-efficiency agriculture industry, and high added value of agricultural products has a huge space for development in China’s agriculture, how to use modern marketing means to speed up the development of high value-added agricultural products industry, that is of great significance to the development of economy.This paper first gives a briefly introduction on the topics of the background, the subject, the purpose and significance of the study,on the base of a detailed literature review; and then based on the questionnaire investigation, there gives a detailed analysis on the present situation of high value-added production and market status in China,meanwhile, the paper do deeply analysis on the influencing factors of market demand to high added value agri-product; At last,it suggests some reasonable theoretical answering why and how to apply the experiential marketing theory to make marketing innovation of high added value agri-product, and illustrating some successful experience.Research shows that there are significant effects between consumer characteristics such as income, occupation, cultural degree and high value-added agricultural products consumption demand, high value added products itself with value added features such as product experience, packaging, brand and culture also have important influence on consumption demand; consumers pay attention to the added value of agricultural products with high added value and experience marketing focuses on experience marketing,the both of that have inner natural combination.Finally concluding product experience, sensory experience, thinking experience, and the relationship, and from the standpoints of these six kinds of product experience experience,considering the actual situation of our country.,the paper proposed a series of strategies and suggestions on the application of experience marketing of agricultural products marketing model innovation, in theory and in practice to our high value-added marketing experience to provide reference implementation of agricultural enterprises.