Large Supermarket Experience Marketing Applied Research

Large supermarket has developed very rapidly in recent years. Market competition has become increasingly fierce. As a result, the public businessmen have picked up the price war to deal with the situation, which leads to an alarming degree of brutality. Nowadays every supermarket is competing with the card of price reduction. But manufacturers need to survive by making profits, whose bearable bottom line price must be higher than the lowest cost line. When the price of a commodity infinitely approaches the cost, there will be no profit at all. Then low price can no longer drop down. Undoubtedly, it has been an unavoidable question for the big supermarket that how to attract customers.The rise of experiential marketing for large supermarket provides a useful new marketing mode. It takes a customer experience (feeling) as the core, considering what customers buy is not just products and services, but also a psychological experience process. Increasing customers experience value when shopping will make them have an unprecedented experience in emotional. Once got satisfied, the customers tend to pay for the feeling at a very high price. The experiential marketing is to achieve customers'satisfaction, and even beyond the customer's expectations and requirements. Therefore, as a large supermarket, it is very important to know how to increase experiential value for customers.On the basis of the related theory of experiential marketing, the article talks about the necessity and urgency of it in China. And it also makes a profound analysis about the main problem and the root of it during the supermarket's applying of the experiential marketing. In the end, the article analyses the strategy and suggestion on the experiential marketing being carried out in large supermarkets in China, with the application cases for verification.