Research On Experience Marketing Strategy Of Heyin Pomegranate In Xingyang City

China is a large agricultural country,and agriculture plays an important role in China.At this stage,the marketing of characteristic agricultural products is the bottleneck and key to the development of characteristic agriculture.It is a major event related to the development of rural economy and the income of farmers.Heyin pomegranate in Xingyang City is a national geographical indication product and a characteristic agricultural product that the local government focuses on developing.In the face of increasingly fierce market competition in China’s pomegranate industry,it is of great significance for Heyin pomegranate in Xingyang City to seize the opportunity and use modern marketing methods to accelerate industrial development.This article takes Heyin pomegranate in Xingyang City as the research object,based on consumer demand theory,consumer purchase intention related theory,and strategic experience module theory,and analyzes the macro and micro marketing environment and self competitiveness of Heyin pomegranate in Xingyang City using PEST,Porter’s Five Forces Model,and other relevant analysis tools.Through sorting and analyzing the survey results of customer experience of Heyin pomegranate in Xingyang City at the current stage,combined with the actual situation,it is pointed out that there are non-standard packaging and pricing,and insufficient sensory experience in the experiential marketing of Heyin pomegranate in Xingyang City;Low attention paid to purchasing experience and after-sales service,and limited emotional experience;The content of the cultural festival is outdated and unitary,with limited thinking experience;The participation in experience projects is not rich,and the action experience is insufficient;Ignoring consumer stickiness management and lack of related experience.At the same time,the causes were analyzed.Finally,from the five dimensions of sensory experience marketing,emotional experience marketing,thinking experience marketing,action experience marketing,and related experience marketing,suggestions are made to improve the experience marketing strategy of Heyin pomegranate in Xingyang City,providing new marketing ideas for the development of local industries,and enriching the marketing content of the application of experience marketing in the agricultural field.Operators of characteristic agricultural products should view experiential marketing issues from a development perspective,timely conduct marketing management based on market changes and trends,constantly innovate,and promote the sustainable development of the industry.