Experiential Marketing Research Of Mianyang Wananda Plaza

As we can see,the GDP of China is increasing continually and at the same time it is expediting into internationalization.During this process,China is turning into a nation of spenders,which requests a higher level of customers’ experience value so as to lead to the improvement and upgrade of marketing approaches.This approach has been put into attention by various industries and utilized properly.Shopping center,which has fulfilled this method,involve shopping,relaxation,entertainment and other aspects together.Considering different kinds of consumers have different requests,shopping centers inspire their potentials and utilize their experience advantages so as to proceed the overall experience marketing strategy combined with the “one-station consumption” function.Therefore,shopping malls are not only the places where consumers can take entertainment,but the best locations to integrate the experience marketing.However,due to the lack of scientific consideration when making the initial plan,deciding market positioning and executing operating management。Through the theoretical framework of experiential marketing related theories and the marketing analysis of shopping center,this paper makes a great deal of application and innovation of experiential marketing through the Wanda Plaza in Fucheng,Mianyang.From the whole process of experiential marketing from the whole process of scene,category and activity promotion,the performance is greatly improved,and it has become the benchmarking of the industry,creating and excavating a business characteristic of its own.