"Miss You" Product Experiential Marketing Application Research

Marketing plays a crucial role in the competition and development of enterprises and is an important factor affecting the ultimate realization of customer value and enterprise benefits.With the increasing market competition,the position of marketing in enterprises is getting higher and higher.As a new marketing method,experiential marketing is gradually penetrating into all aspects of the sales market.It breaks through the traditional assumption of "rational consumers",and holds that consumers are both rational and emotional when consuming,and the experience of consumers in the consumption process is the key to study consumer behavior and enterprise operation.Experiential marketing will play an important role in the future service economy.Based on summarizing the domestic and foreign scholars on the premise of research of experiential marketing,experiential marketing in the application of "Haoxiangni" product marketing as the theme,mainly because with the change of social environment,the upgrading of consumption structure,influence factors,such as the impact of electronic commerce,"Haoxiangni" marketing did not achieve the desired effect,and it has to do with people's living standard rise,to the attention of the healthy consumption concept,runs counter to the demand of health leisure snacks.With this as the background,this paper firstly reviews the relevant theories of experiential marketing and the research results at home and abroad.Then analyzes the "Haoxiangni" enterprise profile and experiential marketing,the status quo of the application based on matrix analysis method,experience of "Haoxiangni" offline store experiential marketing experience of sensory experience,emotional experience,thinking experience,operation experience,related experience,based on Internet marketing experience,for online flagship store of experiential marketing present situation description;Finally,questionnaire survey is adopted and case analysis is used to conclude that "Haoxiangni" needs to focus on improving online flagship store experiential marketing,pay attention to the application of experiential marketing such as associative experiential marketing and action experiential marketing,and further put forward the application optimization strategy for "Haoxiangni" experiential marketing.That is,from the "Haoxiangni" online flagship store experience marketing and offline store experience marketing two aspects to improve the enterprise's experience marketing design.Based on the theory of experiential marketing,this paper aims to improve the market competitiveness of "Haoxiangni",improve its brand influence,and then combined with the actual situation,it can be promoted as a marketing strategy for related products.