Experience Marketing Value Creation

With the development of society and economy, the consumers pay attention to not only the satisfaction of material needs, but also the pursuit of the satisfaction of spiritual needs. Under such background as mentioned above, experience marketing intended to meet the spiritual needs of consumers comes into being.Currently,experience marketing theory and the related studies ,mainly concentrating on tools, tactics and methods, doesn't realize the essence of experience marketing. By the study of the value creation ibr experience marketing, the article help the enterprises understand that the essence of experience marketing is to create as much value as possible for customers to win the customer satisfaction and customer loyalty. Experience marketing takes care of experience needs of customer, inject experience factor into marketing strategy, and create new customer value—experience value, thus expanding customer value system and becoming a new source of competitive advantage. When enterprises implement experience marketing, whether it creates superior value for customers is related to win the victory in the increasingly furious market competition.The article pays much attention to what values the enterprises employ experience marketing to create for customer and discussing how to create value for the customers .Firstly ,it describes the developing background and inevitability of emerging of experience marketing in terms of marketing mode and concept, pointing out that with the increase of consumer demand level and the transformation of enterprise marketing concept enterprise marketing is driven by the psychological satisfaction of customers ,marketing mode—experience marketing , based on consumer psychological orientation ,is becoming mainstream marketing mode; Researchers defined experience marketing in different ways, through the analysis and summarization of those definitions ,the experience marketing is developed ,the characteristics are explained in detail; Secondly, experience becomes important driven factor of customer value and brings experience value to customer, enriching customer value composition , experience value is defined through the analysis of perception of experience value from different researchers ,and describe the composition of...