The Innovation of Car Selling Modes of China in the Experience Economy

摘要

In 21th century, car is the symbol of culture affecting people's modern life instead of a simple vehicle. In China, the car production and consumption went into a highly increasing period. In this period, consumers care car's quality and pay more attention to the joviality of buying experience and individual satisfaction. It means with the coming of experience e-conomy, the traditional car selling modes cannot satisfy consumers' diversified demand any longer. This paper reports out consumer buying behavior in experience economy, and analyzes the limitation of traditional car selling modes. In the end, the paper puts forward three kinds of innovative selling modes including "4S+1E" car experience store, individual customization, and car theme park. I hope the paper would be useful to improve our car selling modes in experience economy.