The Use Of Experiential Marketing By Shenzhen Hongtong Vehicle Trading Corporation

Since the beginning of the 21st century, with the changing of the consumption shapes, the economy has evolved from agriculture economy, industry economy, service economy to experience economy. As economy ages changing will definitely guide in the changing of corporation' s marketing concept, the coming of "experience economy" has also changed it and result in new marketing modes. ?Nowadays "experience need" is attracting more and more corporations' , which use all kinds of experience marketing concepts and approaches to design their marketing strategies according to the experience of their products, service and customers, so experience marketing is spreading across some fields quickly. While the corporations who use experience marketing early than others have gained competition advantages.Besides vehicle' s price and performance being paid attention and excellent vehicle consumption circumstances being given, for vehicle distribution market to reach its target, more energy should be spent on guiding consumption trend, emphasizing the combination of vehicles with life, entertainment and personality, giving drivers' more experience place through the expression of imagination and sensibility. The changing from vehicle sale to vehicle marketing to servicemarketing then to experience marketing will turn to important element of the new competition in the vehicle market.The systemic use of experience marketing by the Shenzhen Hongtong vehicle trading corporation which is one of the National Ten-Best Vehicle Distributors is introduced in this study. In the first part the economic background of experience marketing is discussed about, the evolution of the marketing mode is talked about together with the content of the marketing and its characteristic, one complete experience marketing model is introduced which pave the way for the use of experience marketing by Hongtong vehicle trading corporation. In the second part, we watch the circumstances in and out of Hongtong completely and demonstrate the feasibility of experience marketing application from the following aspects: the characteristics and trend of Chinese 4S brands' distribution channel models, the Chinese vehicle market competition condition, the vehicle marketing environment in Shenzhen. In the third part we apply the experience marketing to Hongtong according to Bernd H. Schmitt' s experiential marketing model. In the conclusion part , we summary the practising effect of the use of experience marketing by the Shenzhen Hongtong vehicle trading corporation, discuss some questions such as the strategy value of the enterprise leaders, organization guarantee during the process of practicing.