Study On Experiential Marketing Tactics Of MiGuan Apiculture Co.,Ltd

Now,China is in a complex and polytropic stage,the economy is growing steadily and rapidly,the technological level leap forward,the opportunities are accompanied with challenges.In this kind of environment which there are challenges and opportunities everywhere,Chinese enterprises want to grow and develop,they must re-examine themselves,seize the opportunities and face the challenges.As a small-scale agricultural enterprise in the northeastern region,the Mi Guan Apiculture Co.,Ltd.encounters the dilemma of development after eight years of establishment.If Mi Guan Apiculture Co.,Ltd.wants to seek new development space,it must understand and analyze its own environment,and find strategies that will enable company to seize the opportunities to develop.Mi Guan Apiculture Co.,Ltd.is now facing the environment is: the economy of the northeastern region is going down,mobile payment and E-commerce caused a huge impact to physical stores,the threat of imports of similar products,consumers do not trust the quality of domestic products,and so on.This kind of environment has become an obstacle to the company to continue to develop.But opportunities are accompanied with challenges.China's government has always actively promote the process of modernization of agricultural enterprises and encourage the transformation and innovation of traditional agricultural enterprises.The government also attaches great importance to the development of the Northeast economy and has introduced a number of measures and policies to help the revitalization of the northeastern region.Consumption upgrade and concern about the food safety make consumers more rational and more concerned about health and safety in consumption;after the product economy era,service economy era,the arrival of a new era of experience economy to make new consumer demand-morepersonalized,and hope to participate in the consumption.With the advent of the experience of the economy,the experience marketing strategy has become the best strategy to help the Mi Guan Apiculture Co.,Ltd.to seize the opportunity and solve the dilemma.The natural mature bee products of Mi Guan Apiculture Co.,Ltd.have a high quality,and in line with consumer's needs about healthy and food safety.However,due to the company's own conditions and the traditional marketing strategies has been unable to meet the new consumer demand,the company's products can not be further promotion and publicity,did not open up new markets,and lack of a certain influence in the consumers.It is time to adjust the Mi Guan Apiculture Co.,Ltd.'s strategies.Mi Guan Apiculture Co.,Ltd.needs to adjust the traditional marketing strategies that more suitable for new consumer demands.The experience marketing requires the enterprise to use the means of watching,listening,using and participating to fully mobilize the feeling,the thinking,the association and the emotion of consumers,through the experience and interaction with the products,consumers can find the advantage and the different of the products.The experience marketing strategy can make consumers into the products' origin,participate in the production process of the products.The experience marketing strategy make the natural mature bee products' production process completely open to the consumers,so that consumers in the process of experience can have a in-depth and comprehensive understanding about the natural mature bee products,and agree with the Mi Guan Apiculture Co.,Ltd.'s health philosophy,and can help consumer establish enough confidence about the natural mature bee products.This paper has carried on the comprehensive analysis to the marketing situation of the Mi Guan Apiculture Co.,Ltd.,including the marketing situation of the company,the marketing problem at present stage and the marketing environment of the company,the reason for the marketing problems and the company's internal and external marketing environment,analyze the match degree about the experience marketing strategy and the current stage of the company,and design a experience marketing program which more suitable for the company's current situation and can demonstrate the company's product advantages and can meet the needs of consumers,and also can enable companies to seek new development space.