Research On The Experiential Marketing Strategies Improvement Of SY Guqin Club

With the rapid development of science and technology,people's demand and consumption patterns have been affected accordingly.Enterprises have also changed from focusing on products and services to focusing on providing more valuable experiences for custo mers.As a new marketing mode,experiential marketing can leave unforgettable experience impression to customers through good interaction with customers,so as to realize enterprise profit.With the rapid development of science and technology,the social competition and work pressure of modern people are increasing,and the pace of life is also increasing.People are looking for new ways to regulate their body and mind.Playing Guqin can cultivate their sentiment,cultivate their health and meet their psychological needs.In addition,with the rejuvenation of traditional culture,Guqin,as the most noble musical instrument in Chinese culture,has attracted more and more enterprises to enter the Guqin training industry.The emergence of Guqin C lubs in C hina makes the market competition more and more fierce.With the rapid development of Guqin training industry,customers have higher experience demand for Guqin C lub.In this case,it is very important for Guqin C lub to improve customer experience satisfaction by implementing experiential marketing.Taking SY Guqin C lub as an example,this paper studies the improvement strategies of SY Guqin C lub in experiential marketing,which provides a new perspective of experiential marketing strategies for Guqin training industry.This paper firstly describes the current development status,macro environment,and the market STP of SY Guqin C lub.Next,from the five aspects of Schmitt's strategic experience module(SEMs)of experiential marketing,the paper makes a comparative analysis with the competitors,and finds out the advantages and disadvantages of SY Guqin C lub in experiential marketing.Final,it suggested that SY Guqin Club improve customer's experience in Sense,Action and Relate.Next,This Paper design customer experience satisfaction questionnaire from SEMs,and carry out questionnaire survey.Through descriptive statistics,correlation analysis and regression analysis,this paper analyzes the problems existing in the experiential marketing of SY Guqin C lub at present,and draws the conclusion that SEMs have an impact on customer satisfaction in order: Relate,Action,Feel,Think and Sense.Finally,according to the comparative analysis and questionnaire survey data,this paper puts forward the experiential marketing improvement strategies of SY Guqin Club from SEMs.It is suggested that SY Guqin C lub pay attention to visual design and environmental comfort,strengthen customer emotional care,display items and posters,strengthen the interaction between customers,create a good social platform and lead customers to form a life style,create characteristic brand and strengthen the sense of belonging and identity of customers,and promote Guqin culture.Through improving the experiential marketing strategies,SY Guqin C lub can improve its competitiveness and brand influence.At the same time,it is hoped that this paper can provide reference for other Guqin training institutions.