Research On Experiential Marketing Strategy Of P Jewelry Brand

With the promotion of residents’ disposable sales and the development of science and technology,the demand for non-essentials such as jewellery and luxury goods has been greatly improved.The era of "Internet Plus" has broken the limitation of space time,and has brought new platform to marketing.The demand for consum ption upgrading is rising day by day,and the diversification of b rands meets the different needs of consumers,and the viscosity of consumers is reduced.And then they are not willing to pay for the added value of the brand,and the com petition is becoming increasingly fierce.As an emerging luxury consum ption country,Chinese market has become a competitive place for every brand.Domestic brands rise in line with the trend of "national trend",and foreign brands have entered China one after another.China’s luxury jewelry market is changing ra pidly and competition is everywhere.The P jewelry brand studied in this paper is a Danish brand integrating design and development,manufacturing and channel sales.Currently,the brand is facing some key problems,such as stagnant performance growth,huge competitive pressure in the industry,loss of loyal consumers and so on.Based o n the quantitative data obtained from the questionnaire survey of the target consumer grou ps and SPSS analysis,this paper concludes that improving the consumer experience is the key problem to be solved by P jewelry.Therefore,this paper adopts the SEMs model of experiential marketing,and formulates the marketing strategy from the five perspectives of sense,feeling,thinking,behavior and relationshi p,We should dee Pen consumers’ intuitive feelings,em Phasi Ze the impact of the five senses on consumers,pay attention to consumers’ feelings,let consumers get emotional resonance with the brand,invite consumers to participate in product research and development,put consumers into thinking and create value with the brand,and attract consumers to participate in the interaction with the brand,guide consumers’ purchase behavior and lifestyle,meet consumers’ social needs,improve the membership threshold,and give brand fans unique benefits.In this paper,from the above five perspectives,the comprehensive use of all dimensions of experiential marketing,from a practical point of view,to develop practical implementation steps,all-round design of brand experience for consumers,enhance the stickiness between consumers and brands,so as to strengthen t he connection between P jewelry and consumers,enhance the competitiveness of the brand.There is still a certain gap between domestic jewelry brands and international brands in terms of brand image,brand strategy,etc.I ho pe that this paper can be taken as an example to make a demonstration for small and medium-si Zed enterprises in the same industry,help domestic jewelry enterprises to open up ideas,improve their competitiveness,and enhance the overall share of China’s jewelry market.