Experience The Marketing Strategy Of KL Mineral Water Company Under The Experience Economy

With a growing concern from consumers to the quality of drinking water and to the health issue, there is an increasing requirement of high-end water nowadays. However, the brand position of the majority of domestic high-end water do not match the marketing strategy at present,the promotion of high price of product have also stuck in the material level. By means of the research of the difference between the core value of the high-end water and the public mineral water, this article try to explore the marketing strategy of high-end water enterprises under the background of experience economy to fully satisfy the spiritual demands of consumers.Due to the design of the user experience is basically focused on individual experience, the design concept of collaborative experience is still in a development stage, and there's only a few research applications for the high-end water industry. By analyzing the related experiential marketing theories and marketing cases under the experience economy, this paper explores some research methods of experience design with combination of the individual experience and the collaborative experience. This method breaks through the limitation of individual experience, and increases the design of social interaction, thus, add the social interaction to the 6E combination strategy of experiential marketing.Furthermore, the sensory experience design has been applied in many areas, but most of the appearance designs of domestic high-end water are still imitating foreign brands. Consequently, the form of products cannot satisfy aesthetic needs of consumers. Therefore, based on the analysis of product theory and related cases, this essay try to explore the research ideas on the practical application of high-end water brand which are made to how to combine the principle of sensory experience with the design of products and advertisements, to fully amplify the consumer's perception and sense of pleasure.Based on the above design principles of innovative applications, in this paper, the KL product is produced into a carrier which is can be added to a wealth of additional value. By using the Internet platform, digital technology, social media, etc, this paper aims on integrating resources in various industries and increasing the interaction and emotional communication between brands and consumers.