The Reflection Of Experience Marketing From The Perspective Of Consumer Society

The research object of this paper is experience marketing. Although the conceptof experience marketing is put forward by Bernard Schmidt in1999, but this form ofmarketing have already been existed for many years. The current academic researchon experience marketing mainly focus on the functional aspect of it,and how to makeit obtain good effect in the practice marketing. This paper,based on the study of itssocial level, put it in the perspective of a consumer culture and tries to reveal thehidden problem of social control behind it. There are three parts in the article.The first part, compared with the difference of experience marketing andtraditional marketing from the assumption, communication process, the marketingfocus,and the relationship between advertising and marketing, there is a defination ofthe characteristics of experience marketing.Starting from the process of marketing, this part focused on the ritual effect.Forexperience marketing process is a communication process, communication studiesresearch framework is also applicable to the experiential marketing. We studied fromthe five aspect of comunication to reveal the experience marketing.The third part,we discussed experiential marketing and its ritual effect in theframework of consumer society. This part mainly consists of five aspect,consumptionenvironment, consumer psychology, consumer behavior, consumer society and thereflection of consumer society.The object of this part is to reveal huge social influenceof experience marketing.