A Research On The Experiential Marketing Strategy Of ARPJ Nano Steam Museum

The number of sub-health individuals is gradually increasing due to rapid economy growth, serious environmental pollution, and increased living press. Under this situation, steam service is appeared, which it contributes to alleviate individuals' sub-health situation, improve immunity, relieve pressure, as well as bring detoxificationand weight loss. In the age of experiential economy, customer experience is important for steam enterprises' long-term development. Based on applying experiential marketing theory, this dissertation explored experiential marketing strategy of ARPJ nano Steam Museum.Industry environment, competitive environment, and customer needs were analyzed firstly. Secondly, resources and competences of ARPJ nano Steam Museum were analyzed, and then identified its core competence and existed issues. Thirdly, on the basis of external and internal environment analysis, this dissertation implemented market segments of customers in the Panjin steam market, and confirmed the target market and market positioning for ARPJ nano Steam Museum. In connection with the specific operating conditions, in the use of 4C strategy and 7Ps strategy, Finally, this dissertation built experiential marketing strategy including product, price, communication, people, physical evidence, and process, as well as developed comprehensive experiential marketing system for ARPJ nano Steam Museum.The experiential marketing strategies investigated by this dissertation will be applied to future marketing operational practice of ARPJ nano Steam Museum. It is expected that these experiential strategies can strengthen core competence of ARPJ nano Steam Museum in Panjin market, and then build long-term competitive advantage. Furthermore, this dissertation can provide references for other Steam enterprises' development and growth.