The Application Study Of The Cilent Involvement Based On Experiential Marketing

In nowaday society, social economy type is going from commodity economy, service economy to experience economy age. Following the experience economy, the demand structure of consumers has been facing great changes. The focus of this study is how to through experiential marketing company to seize the customer's consumer psychology, and allow customers to maintain a relatively high long-term loyalty.The paper mainly studies on building the model of client involvement based on experiential marketing, it have the impact of client involvement from central of customer experience, in addition, the formation of the client involvement will have an effect on the customer satisfaction and customer loyalty, and then demonstrates its feasibility and instructional effect on management in service company through demonstration. The article has many measures including comparative method, combining qualitative analysis with quantitative analysis, structural equation modeling and validating model.First of all, the paper introduces background, macroscopically and microcosmic conditions, development and trend of experiential marketing and client involvement; expatiates existent problems and applied results in some industries. Thus it compares and uses many measures, study results for reference.Secondly, it expatiate the basic concepts both experiential marketing and client involvement. The article gives the new trend in our service industry, beginning with the relationship between experiential marketing, experience value and client involvement, taking enhancing employee, customer loyalty and profits as aim. Through above discussing, it would build the model of client involvement based on experiential marketing.Thirdly, the article would build through the collection of data of the student population characteristics of mobile consumer spending, using spss software, verify the theory model. It expatiate the relationship and explaining extent of these factors through factor analysis, correlation analysis, regression analysis. It could help intuitionisticly understand inside mechanism of the model.Finally, the article would give relevant advice and countermeasure to the management of Service Company depending on results and analysis of model in order to enhance the running of experiential marketing and client involvement in the company; bring this system into play on a high level in the company. The model running in the service industry would give using for reference in other industry.