Research On The Experience Marketing Strategy Of H3C Company

Following the experience economy, the consumer’ consumption and consumer psychology is the development trend of personalized, diversified, the enterprise to be in an impregnable position in the market, so it must according to the new characteristics of consumer demand, to guide and create a diversified market demand, innovation of marketing activities, and experiential marketing arises at the historic moment. Experiential marketing made the customer experience enterprises provide products or services, make the customer actual perception quality or performance of a product or service, so that the customer recognition, preference and purchase a way of marketing.Hangzhou three communication technology company(be short for H3C) is one of fusion communication service production operators of China, dedicated to the IT infrastructure products and solutions in the research, development, production, sales and service, it is the leader Of our country and the world in the field of IP. How to optimize h3c marketing goals, implemented experiential marketing strategy, and related to the company’s long-term development. The experiential marketing strategy, therefore, the development of H3Cis important practical significance.In this paper, three communications companies in China the experiential marketing strategy of in-depth study. First of all, the article carding the basic theory of experiential marketing, including experiential marketing concept and the connotation, characteristics and the sensory, emotional, thinking, action, associated five types; Secondly, introduces theH3C, on the basis of its internal and external marketing environment, marketing strategy, to analyze the experience marketing; Article three communications companies in China the core part of the experiential marketing strategy optimization design, from product strategy, price strategy, channel strategy, promotion strategy, specific analysis in reference on the basis of successful cases, H3C operation store experience marketing system is put forward to optimize, emotional experiential marketing strategy; At the same time after the above analysis, three communications companies to implement experiential marketing in China put forward the corresponding suggestion, set up the overall experience marketing concept of "customer orientation", strictly regulate the process in eight steps, the small and medium-sized enterprise market research earnestly, to strengthen the interaction with customers and the experience of different stages take different strategies, etc.; Finally, on the basis of summarizing the full text, and prospects of experiential marketing strategy in our country is put forward.In this paper, the achievements of research on H3C marketing strategy optimization has the theoretical guiding significance, on the basis of comprehensive analysis of existing research results, combined with the marketing practice to apply the specific H3C company’s marketing management, has a relatively strong feasibility and operability.