Research On The Introduction And Application Of Experiential Marketing Into Health Care Industry

The past three years, China's health product showed a downward trend in a single end sale year after year. Moreover, from the present situation, China's health care industry has been in a "sub-dead" state in the whole health product market. Under the rapid economic development, China's health care industry does not meet a new dawn, it fells into a state of sustained contraction. Face the foreign competition, more and more Chinese health products is developing on thin ice. We not only face with the integrity of historical crisis, but also face the increasing challenges. International competition has brought pressure to the health care industry in China as well as new technology, new thoughts and even broader global market. With the strengthening of health awareness, the demand for health products will increase and the prospects of health care products industry is worth looking forward. At present, the most important thing is to solve problems in the health care industry and to find a new marketing mode in order to adapt to the needs of the community.Well-known futurist Alvin Toffler in his "Future Shock" suggested that human society has gone through: agricultural economy, industrial economy,the service economy and now it enters the fourth phase-- the Experience Economy time. The so-called experience economy is an economy which is to provide experience. Like other goods it becomes more and more commercialization, and has gradually become the next step in the economic value process. The arrival of experiential economy promotes consumers'experiential demand; the disappearance of products'difference makes experience become the effective way which can promote the value of products. People pay more attention to their own psychology's needs and interest partiality in the course of consuming. People are willing to pay for experience and feeling,all these bring change to the marketing concepts, so experiential marketing concept arises and develops rapidly.Actually, experiential marketing has made remarkable achievements in a number of industries. Experiential marketing is an experience-based, people-oriented marketing. On the one hand, it puts the consumer in the center and really puts the consumer experience and the feeling in the first place, it is a more humane, and it sets up in good faith on the marketing. It just can solve the credibility problem about our health care industry; on the other hand, the use of marketing experience needs to do the preparation to fight a long-term war, the marketing value lies in its long-term benefits. If you want to speculate in the health care industry, you will not well-pleasing, so experiential Marketing is ready for those enterprises who really want to go on the long-term development.In China, the successful enterprises of using experiential marketing are growing. Such as South Korea's "Xi Lai Jian" which used experiential marketing opening our market. After several years of development, the"Xi Lai Jian"has the stability of market share and increasing sales. On the impact of"Xi Lai Jian", some of our health products companies also start to try this way. However, because of some deep-rooted bad habits left from our history still exist, such as some the idea of emphasis the interests, speculation and the decline in credibility and so on, all of these will bring difficulties on the development of our country's health care industry. If we want get out of the shadow of history, we must learn the experience and faults of the past. On the one hand, we need use the our advantage of health care products industry in China's, and the other we should study the new thoughts, new ideas under the new economic situation. I believe we will have a climax in health care industry in the near future.From the marketing model innovation and development perspective of company and on the basis of comprehensive assessment and analysis, the article is trying to find a suitable road to development the health care industry in our country. Through the thesis studies and analyzes about the experiential marketing theory, the aims is to make an introduction of this theory and try to apply it to health care industry marketing system. The research focuses on marketing theory and practice, combines with experience in the market, acts China's health care industry as research subjects, discusses the suitability of the introduction of marketing experience to China's health care products industries, as well as how to implement. The subject of this thesis is composed of four chapters.In the first chapter, it introduces the development status of the health care industry at home and abroad, narrates the opportunity and challenge which the health care industry in China is facing at present. Through analyzing the existence of the problem of China's health care industry, derives that the marketing of health products in China needs a new marketing model.In the second chapter, it introduces the Experience Economy and Experiential Marketing. On the background of experiential marketing origination, it systematically expounded the application of the field about experiential marketing in practice, and then laying a foundation of the theory and practice to the health care industry.In the three chapters, the author introduces the introduction of health care products industry about experiential marketing. Through it researches and analysis on the fact and combines the front, and tells us the benefits about the introduction of experiential marketing model for our health care industry.In the four chapters, the author combines with China's actual situation proposes the resistance of using experiential marketing. Facing with resistance, it should seek a path of innovation and do marketing innovation. In the article end, it brings forward marketing strategies of applying experiential marketing...