| Since the beginning of2012,due to the decline in the country’s economic growth,"Three consumption" policy tightening, the liquor industry gradually cold, the depth of the liquor industry as a whole is facing a period of adjustment. Various liquor brands actively seeking new marketing strategies, in this environment, Shaanxi Luzhou market also need to optimize marketing ideas and strategies.In this paper, case analysis, market research, experience summed method of writing method, the status of the liquor industry to carry out research on experiential marketing strategy to optimize depth, and by analogy to the case of a lot of the liquor industry and other industries to compare through data analysis, the same industries and enterprises and consumers to access and data analysis, combined with theoretical results obtained at present experiential marketing, design optimization, Shaanxi Luzhou line with the market, which is mainly made for Luzhou store system content management and optimization solutions for the consumer experience, achievement through Luzhou’s " life that altar wine" activities as proposed fit Shaanxi market operation of the program to improve the Guojiao tours and other industrial projects in tourism marketing optimization mode on. To arrive at the experiential marketing for the liquor industry, the importance of the construction market, the corporate culture to explore the use of specific programs for experiential marketing, emphasizing the importance of market-oriented experiential marketing.Conclusions of this study will be urgent for the liquor industry experience marketing to a strategic level, with guidance significance; liquor to change traditional marketing concepts, carry out specific experiential marketing events have some reference; for other enterprises to carry out industrial tourism experience as a marketing a means to promote a certain value; publicity for improving corporate culture, brand building, consumer construction has a certain reference value. |
