| With the improvement of living standards,education and intellectual development of the next generation to become the focus of the parents pay more attention to the Huludao Lego experience center produced just as parents demand the injection of fresh elements.In this paper,the marketing strategy for the Huludao Lego experience center in the operation of the problems and improvement measures for in-depth analysis and research.Firstly,the research background and research significance of the experience marketing Lego experience center is discussed,and the experience of development of marketing theory in domestic and abroad are analyzed,further related to strategy of experience marketing,product experience,price promotion experience,experience and experience the four channel marketing strategy are analyzed and discussed carefully.Secondly,to understand the situation,market positioning and market environment for Huludao Lego experience center,and on 485 questionnaires valid through the analysis of the questionnaire survey method,found that the Huludao Lego experience center in the business in the process of experiential marketing positioning failure experience product is not reasonable,unreasonable pricing,experience marketing employees poor quality of service and brand awareness is low.Finally,in view of the above problems,Lego experience center in experience in the marketing process,combined with consumer groups and groups involved in inconsistency,by improving the formation of the brand and price strategy,promotion strategy and product marketing strategy supplemented by.In product strategy,focus on the formation of specific topics in the products,pricing strategy,formed the theme package,and the use of repeated consumption,the price of digital programs;in the brand strategy,focus on the formation of a full range of services and enterprise culture propaganda;in the promotion strategy,improve the efficiency of enterprises through media reports,gifts etc. |
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