A Study On The Experiential Marketing Strategy Of Kabu Corporation

Experiential marketing,also known as "experiential marketing",refers to the marketing mode that takes consumers as the center and services as the stage,through providing consumers with sensory,emotional,behavioral,cognitive and other aspects of experience,to influence consumers' consumption decision-making process and results,finally create satisfactory exchange of marketing.Experience marketing can be divided into four types according to content and form,namely sensory experience,emotional experience,behavioral experience and cognitive experience.As a production and sales enterprise focusing on maternal and infant products,Capable Co.Ltd has experienced a series of opportunities and challenges under the influence of demographic dividend decline,economic downturn,fierce competition and other factors after rapid development and expansion from 2010 to 2017.Capable Co.Ltd needs to adjust its marketing strategy urgently: from extensive and inefficient ground promotion mode to online and offline collaborative,multi-platform drainage and transformation experience marketing system;upgrading channel advantages to brand advantages;upgrading product homogenization competition to service systematization competition;enabling enterprises to adapt to the development of mobile Internet,completing the strategic transformation of enterprises,and achieving double growth of performance.First of all,this paper analyzes and combs the experience economy,experience marketing and other topics,analyzes the connotation and extension of experience marketing from the theoretical point of view,discusses the four categories of experience marketing,the differences with traditional marketing methods and the market practice advantages of experience marketing.In view of the formulation,implementation process and guarantee measures of experience marketing,this paper discussed the application of four experience forms in detail,including product sensory experience,behavioral experience,emotional experience and cognitive experience in experience marketing.Also analyzing the value and significance of experience marketing to the marketing transformation,human upgrading and brand building of Capable Co.Ltd company.There are two main objectives of Capable Co.Ltd experience marketing strategy: one is to achieve service differentiation;the other is to establish cultural brands that correspond with CapableCo.Ltd product brands and make both of them form the brand system of Capable Co.Ltd.Centering on these two strategic objectives,Capable Co.Ltd experience marketing can be divided into four types: offline salon activity "The sharing meeting about how moms taking care of their babies",video platform "What happened to moms and their babies",all kinds of new media graphic sharing "A growth story of moms and their babies " and online live streaming activity "The carnival of how moms taking care of their children ".These four types of online and offline joint development,to achieve service differentiation and to become a competitive cultural brand.Finally,it also looks forward to the latest development trend of experience marketing in the new media environment,especially in the rapid rise of video media.