Research On Enterprises Service Marketing Strategy Of Experience Economy

Experience economy is the level which accompanies with the development of the society economy and the improvement of the people's living standards. It is a new economic form which appeared after the service economy. In the experience economy, the business enterprise takes service as a center of gravity, merchandise for material, pay attention to create for the consumer worthy of recall of the feeling and the experience. It differs from former economic forms, in the experience economy, the sensitive faculty need of consumer is more outstanding, and the characteristic request is more obvious. Therefore, the traditional service marketing mix strategy couldn't adapt to the objective request of lately economic appearance completely, with the experience is a core thought of the strategy design of the service marketing seem to be importance and urgent. After study and analyze the service marketing strategy in the experience economy, this thesis tries to pass to get away from the tie of tradition idea and widen the service marketing theory. It provides the strategy support for the development of our country service business enterprises.First of all, this thesis elaborated the basic theories of service marketing. Setting out from the content of marketing, it described the different of the service and merchandise, including the definition, STP strategy and 7 Ps mix strategy. It provided the theory foundation for the following research.On this foundation, this thesis elaborated the meaning and the production process of experience economy, the relation of service and experience. The section focuses on the study of the service marketing mix in experience economy, including 7Ps strategy and 6Es strategy mix.The last, according to the author's several years marketing work experience and the comprehension of the experience marketing, this thesis gives three typical cases of service marketing on the service position, customer experience and service innovation. It will be used as a good reference to service enterprises in china.