Research Of Waikee Canteen Experiential Marketing Strategy

With the rapid development of the national economy,industrialization speed up the production of goods.At the same time,it also causes the phenomenon of homogenization of products.Homogenization makes the product lack of competitiveness in the market competition,making the product easy to be imitated by the existing competitors and potential entrants.Ultimately,it is not conducive to the sale of products and the molding of the brand.Therefore,new requirements are put forward for the marketing strategy of the enterprise.To highlight the personalization of products and services in marketing has become the most important part of the current marketing work.The emergence of experiential marketing can be closely related to the goal of the enterprise to pursue the heterogeneity of products and services.It can be said that experiential marketing is a marketing strategy which is different from the previous focus on the characteristics and quality of products,and it is a blue ocean in the marketing of enterprises.Experiential marketing research and related applications will help enter:prises to rise suddenly in the fierce market competition,establish their own corporate culture,and strengthen the relationship between brands and consumers.Nanning,Guangxi,is a relatively backward area for the development of food and beverage industry.The modern catering industry is not only to provide catering services as the core content of their services,but on the basics of the pursuit to meet the basic consumer appetite,providing a temporary away from their working and living area of a third space for consumers in this space can be entertainment,making friends and emotional communication.This paper takes Guangxi Nanning Qingxiu District,a local well-known catering enterprises,Waikee restaurant as an example,research on its experiential marketing.Based on the theory of experiential marketing and the reality of Wei Chi's dining hall,we find the problems in experiential marketing of Waikee canteens,and analyze the causes of these problems,and finally put forward some feasible solutions.Finally,the conclusion of the study is that catering enterprises should start from the 5 dimensions of experiential marketing,and use 6E marketing mix strategy to create different customer experience for different customer groups,so as to achieve the effect of improving customer satisfaction and brand loyalty.