Experiential Marketing For Automotive Companies

With the continuous development of the economy,Chinese auto market gradually mature,the competition among enterprises has become increasingly fierce,in this case,automobile manufacturers and their dealers must find new ways of marketing to promote sales.The main concern of the business and the theorists is how to make the enterprises provide differentiated high value services for consumers and win the competition.The new experiential marketing mode can meet the needs of enterprise value competition,and is gradually being concerned and accepted by the automobile enterprises.It has become a new type of marketing method in China's automobile sales market.Through the development of experiential marketing analysis on the domestic and foreign,as well as to our country,the Great Wall car brand in Yantai automobile marketing market research,and make a comprehensive analysis of the SWOT region of Yantai brand car sales company,analysis the advantages and disadvantages of the existing marketing experience of brand cars,the brand is more suitable for experiential marketing in Yantai and the surrounding market and the means of implementation.This paper first analyzes the status quo of the Great Wall automobile marketing experience,and experience the sales situation of Yantai the Great Wall automobile and the existing problems were analyzed and the experience marketing in Yantai the Great Wall automobile includes perceptual experience and behavior experience,thinking experience,emotional experience and relevant experience,has experience of marketing concept,theory of knowledge is not in place,personnel management is not in place,lack of experience marketing theme,experience the whole process of neglect.Secondly,through SWOT analysis,analysis of the Yantai the Great Wall automobile sales company of experiential marketing advantages and disadvantages,opportunities and threats of the SO strategy(growth strategy),WO strategy(strategy),ST strategy(diversification strategy),WT strategy(conservative strategy).Finally,the experience marketing strategy and implementation model of Yantai the Great Wall automobile sales company are worked out.The guideline of experiential marketing strategy aiming at attracting consumers to participate in the experience activities is determined.experience the evaluation and control process.