Research On Experiential Marketing Strategy Of M Company

In recent years,the people of our country have gradually become rich and their consumption capacity has also been greatly improved.The improvement of consumption ability makes people want to pursue a better quality of life.People are eager to bring more value to consumption.Consumers are increasingly concerned about the sense of experience in the consumption process.The goods and services with excellent experience will impress consumers deeply and make them forget to return,increase the number of buy backs and be willing to recommend them to their relatives and friends.Companies and brands with a relatively poor sense of experience will be abandoned by consumers,so the quality of the sense of experience affects consumers’ purchase intention and behavior.In this context,the traditional marketing model,which focuses on the use value of goods sold,is difficult to attract consumers,and the company’s marketing pressure is increasing.The emergence of experiential marketing provides opportunities for the company to innovate its marketing methods.Consumers will get a sense of experience from different angles and levels in shopping activities,enhance their impression of goods and the company,and get a sense of satisfaction.Experiential marketing can build a solid bridge between consumers and the company,and bring long-term benefits and loyal customers to the company.Based on the relevant concepts,characteristics and theories of experiential marketing,this paper takes M Company as the research object,and introduces the basic situation,personnel composition,business scope,environment and current situation of experiential marketing carried out by the company.The article uses interview and questionnaire to collect data,and finds that there are three problems in the current situation of experiential marketing of M Company: the concept lags behind,and the understanding of experiential marketing is insufficient;Lack of innovation and low consumer participation;The implementation is difficult and the implementation is low.Before solving the problem,put forward the theoretical principle,practical principle and goal principle.Based on the 7P theory,combined with the experience module theory,this paper proposes to optimize M Company’s experiential marketing strategy for the three problems found.The strategies include: multi strategy to improve the concept,multi model to increase innovation,and multi-channel to strengthen implementation.I hope this article can help M Company improve its marketing status and bring more benefits to the company.I also hope that it can provide reference for other companies in the same industry based on the actual situation.