Research Of Experiential Marketing Strategy Of Qin Huangdao Xinyuan Faw-volkswagen 4S Shop

As the experience economy is approaching,the companies will gain some competitive advantages if implementing experiential marketing.As for the automobile 4S shops which are faced with selling pressure there are many benefits to carry out experiential marketing strategy.But during real practice there may also exist some problems.According to the problems existing in the experiential marketing of Xinyuan FAW-Volkswagen 4S shop,based on the research of related theories and literature of the experiential marketing the writer of this article builds a 4S shop experiential marketing model.Then the writer puts forward the experiential marketing strategies of the management,the customer and the internet.These experiential marketing strategies of the three aspects together make up the experiential marketing strategy of the FAW-Volkswagen 4S shop.First of all,this paper puts forward the background of the topic selecting and the significance of this research.It reviews the present research situation at home and abroad,states and analyzes the related concepts and theories of experiential marketing.And the contents,procedures and methods of this paper were generally elaborated.Secondly,this paper comprehensively analyzes the common problems existing in the domestic automobile 4S shops in the process of selling their products,and then puts forward the necessity of implementing experiential marketing.And it summarizes and discusses the present experiential marketing situation and existing problems of Xinyuan FAW-Volkswagen 4S shop in Qinhuangdao.Thirdly,according to experiential marketing theory and the present situation and problems of the 4S shop experiential marketing,the experiential marketing model of the 4S shop is designed,and what kinds of experiential marketing strategy the 4S shop should adopt is analyzed on three levels: manager,customer and Internet.Finally,through the analysis of the 4S shop's experiential marketing strategy guided by the model,the specific experiential marketing strategy of the shop is developed.