A Study on Experiential Marketing Strategy and Its Application in China

摘要

The experience economy is that companies will create memorable feelings for consumers,with service being the focus and products being the material.Experiential marketing is a powerful weapon for companies to rapidly open new market segments.With the gradual recognition of experiential marketing and the further opening up of domestic market in China,the Chinese experience economy is undergoing a rapid development and reckoned to have great potential prospects.First of all,the thesis discusses the origin,development and basic characteristics of the current experiential economy in theory.Second,the thesis further explores the genuine content of experiential marketing and thus how an enterprise implements the experiential marketing consistently to generate substantial economic profit.Next,the thesis studies the perception towards experiential marketing within China’s service industry and its application status quo.Finally,the thesis elaborates on the future potential and prospects of experience economy and experiential marketing,which are doomed to take off in China.