Research On The Activation Of Time-honored Brands From The Perspective Of Experiential Marketing

People's living standard and consumption concept are also changing constantly.Consumer demand is not only on the material level,but also on the spiritual level.Experience and participation in the consumption process are particularly important.At the same time,under the impact of the Internet economy,the development of the real economy once faced a dilemma,and time-honored brands are facing unprecedented challenges under the impact of the new market environment.Since the introduction of immersive experience marketing mode in 2015,LD wine industry has broken the traditional marketing mode of LD wine industry,improved the long-term loss development situation of LD wine industry,realized profits,and brought new development space for the enterprise.At the same time,there are also some problems,such as: the audience is relatively small;With the help of the Internet to spread less;Low conversion rate;Insufficient supporting marketing strategies;Insufficient supporting strategies for brand optimization.Taking LD wine as the research object,this paper investigates and analyzes the status quo of enterprises' implementation of immersive experience marketing,finds out the existing problems and deficiencies,and proposes optimization strategies and guarantee schemes.Firstly,this paper adopts the literature research method to detail the theories related to immersive experience,experiential marketing and aging and optimization of time-honored brands,which lays the research foundation of this paper.Secondly,this paper introduces the basic situation of LD wine industry and the status quo of experiential marketing,and finds out the problems of the immersive experiential marketing mode implemented by LD wine industry through field research.Then,from the four aspects of sensory experience,thinking experience,action experience and emotional experience,this paper expounds the marketing optimization strategy of LD's immersive experience.Five strategies for brand optimization were proposed:reconstructing the brand strategy with cultural emotional experience as the touchpoint,continuing the product connotation in the spirit of brand temperament,focusing on the marketing communication path of precise content,expanding multi-dimensional brand channels and methods,and consolidating the community relationship with social media sharing as the value.Taking LD wine industry as a case study,this paper analyzes the disadvantagesand advantages of LD wine in the immersive experience marketing strategy,and analyzes the outlet of LD wine industry by combining the brand optimization theory.At the same time,the research conclusion also provides a certain degree of reference for many time-honored brand enterprises to implement brand optimization strategy.