Research On The Application Of Experiential Marketing In Commercial Facilities

In recent years,with the emergence and development of e-Business,together with the impact of outbound shopping?oversea purchasing,commercial real estate development boom brought about by large-scale commercial facilities led to fierce competition,and market demand changes brought about by the upgrade of consumption,China's commercial facilities are facing enormous pressure and severe challenges.In Shanghai,under the impact of new market trends,some of the department stores in traditional prime locations,including the Paris Printemps and the Parkson Shopping Mall on Huaihai Road,turned out to be deeply depressed.Some of the owners chose to sell the property,while the others looking for new partners to look for a way out.At the same time,some commercial facilities successfully turned to be new consumer hot spots and the industry benchmarks,for example,the K11 Art Shopping Mall in China,and the Eataly supermarket restaurant in Italy?In the discussion of the future development direction of commercial facilities and the successful business model,"Experience Economy"?"Experimental Marketing" were mentioned frequently.Some marketing methods,like"increase the format of entertainment experience to attract customers"?"improve the software and hardware of commercial facilities to enhance the customer experience"?"theme the shopping mall to enhance the customer experience" have become a common practice in the industry.However,some problems showed up too,like"simply rely on increasing restaurants to save the flow of customers"?"serious homogenization,similar position,copying each other patterns"and"high brand similarity".Research on the application of experiential marketing in the real business facilities,either stay at the theoretical level,or simply list up the successful business practices.There is no in-depth analysis of the underlying reasons for the success of these facilities in the use of experiential marketing?After studying the current research situation in this field,I decided to make a thorough analysis of the successful experience of domestic and foreign commercial facilities using experiential marketing,on the basis of previous research results,combined with the actual situation of Shanghai World Financial Center,to explore the suitable marketing strategy and business model.