| Experience marketing is the enterprises take the customers as the core, by the arrangement of the products, events, situations, and design of the process of experience,customers can get wonderful and profound impression, the enterprises achieve sales process finally. It is a new marketing mode, also become an important new field of future marketing management.In recent years, experience marketing is becoming a new marketing mode and draws more attention of the enterprises. Some pioneering enterprises also try the experience marking,few of them can grasp the essence, there are many problems that can't be ignored in practice:Firstly, products are worse and the enterprises ignore the basis of experience marketing.Secondly, the concept of marketing is lagged behind, the understanding of experience marketing is lacked. Thirdly, the experience marketing in our country exists as only a tool.Fourthly, the participation of the customers is very simple. Fifthly, the branding cognition of experience marking is misunderstood.Based on the above problem, this paper takes an example of IKEA. First discusses the Ikea experience marketing SWOT analysis. Secondly, this paper analyzes the Ikea experience marketing profiles, DIY mode, catalogs, future marketing, experiential marketing strategy.Finally, analysis of the IKEA 4P, 6E portfolio strategy.Based on IKEA home experience in marketing, this paper summarizes the four principles nine questions that enterprises should pay attention to the experience and marketing strategy.Then summarize enterprises can refer to the sensory experience marketing, entertainment marketing, emotion experiential marketing, aesthetic experiential marketing, ponder experiential marketing, life experiential marketing, action experiential marketing, ambience experiential marketing, experiential marketing associated etc. Finally, the paper argues that companies should use a combination of experience marketing strategies to achieve the brand experience marketing. |
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