The Information Communication Research Of Experience Marketing

The concept of marketing and communication is the refraction and reflection of the socio-economic form, and develops along with the evolution of market. New market and information environment not only give birth to experience economy, but also is the big challenge for experience economy to realize its value. Experience marketing is the new weapon for each corporation to build their differences and win satisfaction and loyalty from consumers. As a new approach, experience marketing lies on the interaction of information, which contributes to the achievement of the realization of the value of experience marketing.Based on the information communication, the thesis mainly discusses the following four issues. Firstly, start from the basic elements of experience marketing, analyze the consumers' station using McLuhan's theory and point out that consumer is the convergence of infector, media and receiver, and involved in experience marketing deeply. Secondly, analyze the "closed" communication of experience marketing, and the characters of the information field, which lead to the closure of consumers' sensibility. Thirdly, explore how to realize the effective integration of experience marketing information. The author sorts out the development of theory of integrated marketing communications, and analyzes the type and path of integration based on the challenges experience marketing faced with. Finally, put forward some countermeasures relating to experience marketing.