| With the rapid development of economy, "Experience Economy" is coming into existence as a new term. Instead of indulging in creature comfort, People now tend to pay for various "experiences" that bring them joy and happiness. Under this circumstance, "experience" is becoming the brand-new core value of the enterprise.Meanwhile, the telecom operators all around the world are perplexed for the increasing homogenization of products and saturation of voice market, which coincidentally drives them to put efforts to the typical "experience product"—data service and make it a new profit-increasing point. Shanghai Mobile which is located in the cosmopolitan city is no exceptionally confronted with the fierce competition after the reform of telecom industry. With the release of the 3G license and the merger of Three Networks, how to keep the competitive advantage is now turning to be a question that urgently requires for the solution. Therefore, data service marketing strategy based on the customer experience helps to find a way out for the enterprise.By studying theoretical research on experience marketing by B. Joseph Pine II, B. H. Schmitt etc., the thesis reveals the inherent feature of the "individuation" of experience and explains that the core idea of experience marketing lies in the participation and interaction of the customers. Furthermore, it expatiates on the mechanism of experience and the essence of experience marketing and eventually comes to the integrated model of experience marketing based on the existed results. Besides, the thesis probes into the status quo of the experience marketing undertaken by Shanghai Mobile and the whole telecom industry, featuring three chapters as the customer experience design of data service, strategic practice of experience marketing and the management, and assessment of experience marketing, hoping to provide some suggestions to the marketing operation of the enterprise by the combination of theory and practice. |
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