Strategic Research Of Experiential Marketing In The Process Of Luxury Brand Refinement

With the ubiquitous refinement of living standards and extraordinarily prodigious in technological enhancement, the vast majority of the commons demanding for the material gains much more thorough extent of stipulation. The common people not only maintain their own lives, but also commence to utilize adequately essential social services to enrich and glamorize their living conditions, and constantly improve their quality of life and milieu. People's fundamental conception of consumerism has evolved from durable necessities to experiential consumption-led transformation into luxury-oriented goods. Through implementing of economic diversification and reinforcing new innovation policies, Western strong brand continue to influx into Chinese market in which the traditional service industry in regarding to coffee specifically has grow intramural consciousness. Conventional Shop model and philosophical concept became no longer unsustainable. It is universally acknowledged that coffee industry, without any doubts and concerns, will follow the pace of the commercial entrepreneurs, and vigorously to further pursue a new way to engage in most sophisticated advancement in ultra-contemporary fabrication.Coffee in China started relatively late, from the early 1980 s to the present, truly undergo an unprecedented development, the domestic coffee has entered the fourth stage-boutique era. Anatomy dissections on overseas markets, the major luxury brands such as Gucci, Burberry, Mercedes-Benz store provide experience and niche brands overseas, have been included in the coffee industry. 10 years ago, people only focus on luxury brands such as Louis Vuitton leather goods; then, people began to consume these big clothing; now, the real luxury consumer class start to devour drinking coffee for instance: Louis Vuitton, Prada Versace etc... easy to observe, from luxury brands which are significantly varying from clothing accessories brand to services, to some extent, through the sale of lifestyle and experiential marketing, consumer groups are further merger and acquired.On the other hand, Chinese domestic coffee from tropical shrub and other various nourishment brands, the essential debate is how to implementing marketing scheme and alternative approach to development mode as to serving solid fundament, intend amicably to conforming the industry itself, conceivably we can get some inspiration from the accomplishment of entrepreneur management from overseas market. In conclusion, the preeminent purpose of this paper is to undertaking brand experience marketing theory in associating with China's coffee industry and stating brand in order to clarify comprehensibly coherent and straightforward analysis of viable path.