Research On Experiential Marketing Strategy Of Y Aesthetic Medicine Hospital

With the development of the Internet and the continuous emergence of various e-commerce platforms and social media,the traditional offline trading mode of agricultural products has also been transformed into a new retail mode combining online and offline.The appearance of word-of-mouth marketing provides a greater possibility for the online marketing of agricultural products.Due to its high credibility,low communication cost,high user loyalty and high buyback rate by relying on the user’s initiative to spread word-of-mouth marketing,more and more agricultural products enterprises use word-of-mouth marketing as the main way of their product marketing.Based on the word of mouth marketing theory,combined with the analysis of domestic and foreign literature and data on word of mouth theory and online marketing of agricultural products,this thesis takes the 5T theoretical model of the American word of mouth marketing expert Andy Zenowitz as the core and the questionnaire as the supplement to analyze the word of mouth marketing communication strategy of B rural cooperative Sunshine Rose grape.It was found that B rural cooperative Sunshine Rose grape had five main problems in word-of-mouth marketing,including the lack of key leaders,the lack of innovative topics,Can continuity topic less,word of mouth communication tools diversified but lack of refinement,lack of word-of-mouth participation with consumers,and word-of-mouth discussion for tracking after the lack of practical measures led to negative word-of-mouth continued to increase.In view of these problems,combining the 5T theory and the data collected through questionnaires,this thesis formulated five strategies and measures for the existing problems of word-of-mouth marketing in B rural cooperatives at the present stage: That is to say,the talkers should target groups,seek suitable opinion leaders and create key opinion leaders as professional word-of-mouth communicators,and increase preferential activities to increase word-of-mouth communication among consumers.In terms of topics,we can plan and launch topics continuously in the form of story topics,public welfare topics and cultural topics to maintain the continuity of topics,so that consumers can actively promote the spread of word-of-mouth.In the tool link,we media resources should be fully utilized,all current platforms should be integrated,and the focus should be placed on its own main word-of-mouth platform.Participation should focus on relationship cultivation,increase the response rate,improve the proportion of positive word-of-mouth reviews,and increase the stickiness with users.Tracking should increase word-of-mouth comments follow-up quality tracking,insight into the true wishes of consumers,maintain a good relationship between new and old customers.This thesis has certain limitations in the research,but it can also provide certain ideas and directions for B rural cooperative word-of-mouth marketing,so as to further enhance the market position of enterprises.