Experience Marketing Management System Study Of Auto Co.,Ltd.

As master living increasing, the popular productions haven't been to satisfy the need of people's lives. People are pursuing the individual and diversity, and then it led to change in demand for the tremendous changes in the consumer market. In order to compete for customers in all sectors of the market, the market price war, promotions war and other functions is everywhere. In the new market environment, a new marketing trading—experiential marketing. It has attracted a growing number of enterprises concerned, and it is even closer to the essence of marketing . Toffler in the "third wave" predicted in the book:" the service economy is the next step toward economic experience, the business will be provided by this service experience to win."Experiential marketing is still on the initial stage in China. But it has been attention to by a lot of enterprises in competitive market. To provide experience marketing model is closer to the essence of marketing than to provide a product marketing model. Experiential marketing in China is still in its infancy, but already mature abroad, such as Starbucks, and other well-know enterprises experiential marketing have been successful and these companies in China have not achieved the same in its own performance, many domestic enterprises and scholars also is in exploration. In this paper, so as to Altec, as the case analysis, combined with China's market status quo to a study of Chinese national conditions of the customer experience marketing-management system for those who want to prepare the implementation of Chinese experience in the marketing of certain businesses with the help and guidance. At the same time, the company can be really help the otter from the traditional marketing to customer experience marketing and win more of their customers and to increase customer loyalty provides a powerful tool. In the paper, a variety of research methods and theory and practice. First of all, on the Altec's basic situation, the status quo and marketing analysis of objective reality, to analyze marketing with management science, economics, marketing, sociology and other disciplines of knowledge experiential marketing analysis. To experience-oriented and customer-focused, in order superior customer value and profitability, and try to explore the theory and practice of the Altec's analysis of the experience of building a marketing-management system to build the company's Altec-Customer Experience Marketing Management System.The experiential marketing is concerned about the management system and all customer-related issues, taking into account both external and internal taken into account, from marketing strategy, marketing, operations, internal organization and the implementation of such areas as described in detail, so as to sum up: Enterprises in the fierce market completion from the focus on product features and benefits to focus on the customer experience; customers to buy not only the product but an experience, and are willing to pay for this experience. Through the implementation of the system to create better value and enhance customer satisfaction and thus higher profits for enterprises. Through the study will be beneficial to the promotion of experiential marketing management theory of continuous improvement and the implementation of experiential marketing business to a certain extent guide.