Research On Service Marketing Strategy Of Chateau Hedong Based On Experiential Marketing

In recent years,China’s economy has been growing steadily,the society has made continuous progress,the level of civilization has gradually improved,and people’s living standards and meanwhile,consumption concepts have been constantly upgraded.With the local governments attach importance to the wine industry and the innovation of wine making technology,the overall trend of wine production has also shown a trend of increasing year by year.Wine is no longer as a luxury,but deeply favored by more and more common consumers.At the same time,the demand of consumers has gradually shifted from merely obtaining material satisfaction to seeking enjoyment of the spiritual world.The experience,participation and interaction in the consumption process are particularly important for consumers.It is the leap-forward growth of wine production and consumption that has injected unprecedented vitality into the domestic and foreign wine markets.Faced with an increasingly competitive market,the "star production area" Chateau Hedong,which located in the eastern foot of Helan Mountain,3 8°N latitude,How to tap its own advantages,occupy a place in the wine market,and service marketing from the perspective of experiential marketing has become the only way for further development.This paper take Chateau Hedong in Dawukou District of Shizuishan city as research object,consulting relevant theories,policies,literature and carried out field research in the Chateau Hedong.Through literature research method,case analysis method and questionnaire survey method,combined with domestic and foreign service marketing,experiential marketing,consumer behavior and other theories,In light of the macro environment,industry environment,internal and external environment,marketing situation,interfering factor of consumer purchase intention,etc.Found out the outstanding problems and shortcomings of Chateau Hedong are mainly concentrated in seven aspects,product,price,place,promotion,people,physical evidence and process.This paper will propose Marketing Strategy for Chateau Hedong from the marketing theory of 7Ps and experiential marketing,provide effective reference for other Chateaus in the eastern foot of Helan Mountain as well.