A Study Of The Relationship Between Experience Marketing And Loyalty Based On Smartphone Brands

Development of information technology makes phone features increasingly powerful. Mobile phones can also casually download and install applications like computers. Intelligent Mobile phones has become an irreversible trend. Since Smartphone appeared, it has quickly occupied the mobile phone industry with a growing market share. As the world's largest smart phone consumer market, China attracts a large number of well-known international smartphone brands to snatch. Besides, domestic smart phone brands spring up and numerous domestic copycat cellphone manufacturers join the competition. The smart phone industry has become one of the most competitive industry among mobile terminal products. With the improvement of living standards, consumers begin to frequently change their phone. In order to ensure sales, smartphone manufacturers must maintain a high degree of customer loyalty. Modern enterprises regard continuously improving customer loyalty and expanding the number of loyal customers as a important marketing goal.Today when consumers buy a smartphone, they concern more about their using feelings than the phones quality. The hot selling of i Phone and App Store reveals new consumer demand on smartphones, experience, has appeared. It attracts a growing number of smartphone manufacturers to integrate this subversive experience factor in their marketing process. Compared with foreign brands, the majority of domestic smartphone brands have not many achievements in the experience marketing. Since the smart phone industry more and more emphasis on customer experience now, the domestic smartphone brand don't have any obvious competitive advantages.This paper takes smart phone as the object of study. From the perspective of the consumer purchasing and using experience, it summarizes domestic and foreign scholars' existing research results through large number of documents and pay attention to the status of home and abroad smartphone brand experience marketing. Therefore, it subdivides smartphone experience marketing into four dimensions, functional experience, sensory experience, emotional experience and social experience. Then it designs a questionnaire to collect data. Using the empirical analysis method, it confirms that home and abroad smartphone brands experience marketing has a significant positive effect on customer loyalty. Enterprises can increase brand loyalty by implementing experience marketing. In the study, comparing domestic mobile phone experience and foreign mobile phone experience, it has a result that there is a big gap between domestic smart phone brands and foreign brands whether the using experience or loyalty. By drawing on experience marketing strategies of foreign phone companies and thinking over China's actual situation, the text makes some reasonable suggestions about how to effectively implement experience marketing for domestic smart phone manufacturers. It hopes to provide a reference and guidance for those who are ready to implement or implementing experiential marketing.