Research On The Model Of Experiential Marketing Of KJ's Antarctic Krill Oil Products Company

With the continuous growth of the incomes of the people in a well-off society,the demand for quality of life and nutrition and fitness has driven the development of the market for nutrition and health products,and the health care industry has become a rising industry.Its broad development space has attracted more and more enterprises to flood into the nutrition and health products market,and its industry competitiveness has become increasingly stronger.However,from a practical point of view,the development of many nutrition and health care products companies in China has not caught up with the market development.Most of the companies have weak management and weak competitiveness.One of the main reasons for this situation is that the lack of customer experience and participation in the product market development and marketing services of nutrition and health products companies makes the marketing approach too simple.In the era of information interconnection,customers' experience and participation in products and services have become increasingly the focus of customer consumption and corporate marketing.Therefore,experiential marketing as an idea and marketing medium is increasingly welcomed by manufacturers,channels and consumers and provides a new way for economic development.It has revolutionized the traditional marketing method of the nutrition and health product market and brought it to the industry market.Has broadened the development space.Based on experiential marketing-related theories,this paper integrates the resources of various industries,designs the marketing experience links of online and offline scenes of products,explores the experience marketing strategy of Antarctic prawn oil,a new field of nutrition and health care products,and aims to increase the interaction and emotional exchange between brands and consumers.The paper is divided into six basic sections: the first is the introduction,discussing the background,ideas,research methods and innovation of this research.The second is the theoretical basis,mainly including experiential marketing,customer value theory and STP.Part III Comprehensive industry status quo,to understand the current marketing situation of Antarctic prawn oil,and carried out satisfaction survey on the members of KJ Antarctic prawn oil,found the existing problems,and prepared for the experience marketing strategy of Antarctic prawn oil.The fourth part takes k J company as the main investigation object,through the analysis of the externalenvironment of pest,the internal environment of SWOT and the current situation of the competitors of Porter's five forces model in the marketing of Antarctic phosphorus and shrimp oil of KJ company,the existing problems in the marketing of Antarctic phosphorus and shrimp oil of KJ company are solved.Part Five the paper puts forward the overall design of experiential marketing,event marketing experience strategy,service experience marketing strategy,emotional experience marketing strategy,product mix,membership system and promotion strategy to discuss the implementation guarantee of experiential marketing of Antarctic phosphorus and shrimp oil nutrition and health products of KJ company ?The main innovations of the thesis are as follows: First,this research is an innovation in marketing research in the field of nutrition and health care products.It belongs to the field of marine biological health care.In-depth research on specific marketing issues and cases is still lacking.This article is to promote this.Innovative exploration of in-depth research in subdivided fields;Second,based on the relevant theories of experiential marketing,a comprehensive plan for a complete experiential marketing strategy was constructed.Through the implementation of different experiential marketing strategies,the company's marketing value was enhanced and the brand was enhanced Support provided by competitiveness and customer value.