A Comparative Study On The Business Models Of Multinational Corporations In China Under Experiential Marketing

The evolution of industrial economy has gone through product economy and service economy,and now it has ushered in the tide of experience economy with service as the stage,commodity as the prop and consumer as the center.With the deepening reform of China's market economy,enterprises are facing more and more competitive pressures in marketing.In order to be able to stand out in the market competition,more and more enterprises are innovating in marketing mode and means.As a new marketing mode and means,experiential marketing has broken through the traditional consumption concepts and marketing strategies,enabling consumers to better experience before,during and after consumption in sensory,emotional and action,forming a new marketing mode and consumption experience.Under such development,how to effectively apply experiential marketing to the product and service marketing of various industries,how to apply experiential marketing model to establish a good relationship between enterprises and consumers,how to make experiential marketing measures develop better for the marketing management of enterprises,etc.These are urgent issues.In this paper,literature research and comparative analysis are combining to analyze the optimization path of multinational enterprises' business model based on experiential consumption.Firstly,this paper elaborates the theoretical basis of experiential marketing,business model and its framework,and divides the business model of multinational enterprises in China into three modules: marketing mode,value realization and profit model.Secondly,on this basis,this paper compares the business models of IKEA,Starbucks and Muji under experiential marketing.Finally,it summarizes the basic characteristics and innovative reference of the business model of multinational corporations in China under experiential marketing,and puts forward four management suggestions for improvement of Chinese enterprises.The conclusions of this study are as follows: First,the so-called experience marketing is a new marketing mode that enterprises develop in order to make customers get a good and profound psychological and emotional experience.Business model is the way for enterprises to obtain income from production and sales of products,including strategic positioning,products,services,customer relationship,business model,profit model and other factors;second,through comparison,it is found that Chinese enterprises are not enough in product R&D investment;less innovative business;less integration with the Internet;less cooperation with suppliers and other partners.Lack of comprehensive and detailed staff training mechanism,etc.Thirdly,put forward four suggestions on the business model of Chinese enterprises.The innovation of this paper lies in: Firstly,the research perspective innovation,considering the characteristics of experiential sales,provides a new way of thinking for the follow-up development of domestic experiential sales enterprises from the perspective of business model innovatively;Secondly,the research theme of this paper is relatively novel,the transnational business model is in line with the current hot economic format,and helps to optimize the business model of transnational enterprises.