The Research On The Experiential Marketing Strategy Of The Pavilion Of Teng-wang-ge Series Of The Jin Sheng

So far, the environment of the development of the tobacco industry has now begun to reverse, the cigarette market tends to saturation, market demand of about 5000 million boxes is likely to be the ceiling, rational regression of high-end cigarette consumption, high business zero inventory, differentiation of brand development, valuable brands continue to advance triumphantly, the growth of large scale brands is slow. This means that the tobacco industry changes from "expansive growth " into "extruded competition", from "separate type" into mutual competition. In the face of "extruded competition", the era of high efficient growth of the industry is finished, the dividend of the industry development turns from the enjoyment of the monopoly system, the benefits of planning resources to the business marketing and brand operating. The development trend of Chinese tobacco industry will be a structural change, the structural pressure will be the industry’s problems in the future, the competition between the brands will quickly become the competition of structure.In the environment of fierce marketing competition and the increasingly world smoking ban, tobacco brands how to do a good marketing job to consumers is becoming increasingly important. This paper reviews the experience marketing theory and related literature at home and abroad. On the basis of marketing analysis and feasibility study on three kinds of new cigarette brands of Jin Sheng Tengwang pavilion, I make an experiential marketing strategy design of Jinsheng Tengwang pavilion series from four aspects:sense, participation, rational and culture. The paper also put forward the guarantee conditions for the implementation of Jin Sheng brand experience marketing strategy from aspects:marketing system adjustment, assessment and incentive guarantee, cost budget and material supply.