Study On Experiential Marketing Based On Customer Value

With the establishment of marketing philosophy of"customer orientation", the marketing philosophy experiences the change from customer satisfaction to customer loyalty , and then customer value. Customer value theory is latest development of marketing management. It has been new source of enterprise achieving competitive advantage and the focus of enterprise strategy. However, the evolution of marketing environment, intensification of industrial competition and the change of customer behaviors raise new content for customer value。With the experience become one important driven factor of customer value, experiential marketing is coming.Social and economic development experienced product economy, merchandise economy and service economy to experience economy. In this era, consumers not only need goods and services,but also aspire the satisfaction of experiences. Experiential marketing arises in order to meet consumers' demand for experiences. The dissertation presents us a new type of marketing method named"experience marketing",which will be a tendency of marketing development in a period of time in the future. Enterprises should formulate corresponding periences in various ways. Only by putting experiential marketing------the new kind of marketing philosophy -----into practice as soon as possible can an enterprise gain leading-edge competitive advantage in fierce market competition.The authors try to solve the problems faced by enterprises in new economic era through initiatives in marketing concept, marketing emphasis and marketing methods.The dissertation consists of five parts, including introduction and four chapters. The first part is introduction, which put forward the background and meaning of experiential marketing. Chapter 1 discusses the cogitation of experience from several angles and gives us the correlative theory about experience. Additional, penman points that experience is the focus of experiential marketing with creating a experience stage model based on customer value. Chapter 2 presents experiential marketing analysis, including Bernd H.Schmitt's analytical system, Zhouyan's theory frame and the character of experiential marketing. Basing on above studying backgroud, penman set up a model of creating experience value and analyses the process of creating. Chapter 3 is the most important part of the dissertation. Penman create a integrated model of experiential marketing and analyses it from business, customer and the axes of experience particularly. Chapter 4 is the last part. It introduces total customer experience and give us the method of implementing in TCE. At last penman explore the data mining of TCE.