Researches On Brand Mode Based On Experience Marketing

21st century, because of a new economic style that is "experience economy" appeared, the customers have changed greatly in their consume behaviors, more and more customers aspire to get experience. In this circumstance, traditional marketing strategy was not enough to satisfy the new requirements of customers, replaced it is a new marketing method, that is "experience marketing". And the traditional brand strategy could not meet the development of enterprises either, using experience marketing in establishing brand becomes a new choice for them.This paper synthetically uses the method of investigation study and theory analysis. After collecting plenty of external and internal positive data on experience marketing, author analyses those data and former theories, generalizes and puts forward his own theory. This paper firstly uses experience economy as a background to analyze the connotation of experience marketing, including its concept, characteristics, strategic models and suitable using scope, and the necessity of using it to build brand; Next, it deeply researches the intention of experience brand and the customer value it transits, points out that the customer value of experience brand is experience value: active extrinsic value that is consumer return on investment, reactive extrinsic value that is service excellence, reactive intrinsic value that is aesthetics, active intrinsic value that is playfulness. And base on this it brings up the models that experience brand passes value to customers from the viewpoints of microeconomics and customer satisfaction theory; In addition, this paper uses the process of strategic planning to set up the brand building mode based on experience marketing, including analyze experience brand's differentiated strategic position, use the strategies of 4P and SEMs in initial setting the brand, apply evaluation and control of experience marketing and unceasing innovation to strength brand management. Lastly, the paper uses Starbucks as an application to imitate the brand mode, in order to certify its feasibility.