Research On Experience Marketing Strategy In Automobile Sales

With the rapid development of economy in our country,has greatly improved the life of people,whether consumption levels,and consumer psychology also has the very big enhancement.Before,when they consumption focus on the function and application of the product,and now the consumer not only depends on the function and application of the product,also very the attention emotional needs.As the change of consumer behavior and psychology,in order to better serve the consumers,raise business economic benefits,is gradually put forward the concept of experience marketing,and entered the field of vision.More and more business activities can also add a lot of "experience" elements.In the field of car sales,experience marketing also plays a very important role.At present,each big brand car sales market competition is fierce,especially in the rapid development in science and technology,upgrading of car too fast,the market life cycle is short,which gives higher demands for car sales.So,how to innovate a marketing mode,let the car listed in the development stage can quickly occupy the market,has become the major automobile manufacturers the most urgent to solve the problem.In this paper,from the perspective of experiential marketing,sensory,emotional,thinking,action for consumers,explore the five aspects,and combining the present situation of the auto market,the recent corporate sales at home and abroad present situation has carried on the thorough analysis.At the same time,based on the land rover auto sales strategy as an example,analyzing the use present situation and the benefit of experiential marketing strategy,through the combination of theory and practice to explore,discover land rover cars in the experience marketing strategy of some deficiencies,and to find out the solution to the problem,in order to explore a more effective mode of experience marketing.