The Application Of Experiential Marketing In The Maternal And Infant Industry

With the rapid development of maternal and child industries,increasing marketing competition,experiential marketing is becoming a marketing tool for many maternal and infant enterprises,which not only enable enterprises to better understand consumer demand for maternal and child products and provide consumers with differentiated services,But also can greatly enhance the cohesion between enterprises and consumers,to better attract consumers' attention,foster consumer loyalty to the brand,establish a competitive advantage in the market of maternal and infant brands,but also to experience the widespread use of marketing mother Baby industry brand building enterprises also have a crucial role.However,as experiential marketing is still in its embryonic stage in the application of maternal and infant products,enterprises have a relatively short application time.There are still many problems in experiencing marketing content,methods and marketing processes.How to grasp consumer demand through experiential marketing?How to provide consumers with differentiated services through experiential marketing and how to formulate different experiential strategies according to different marketing issues of enterprises is becoming the new bottleneck of experiential marketing for maternal and infant brands.Therefore,this paper analyzes the status quo and existing problems by researching the status quo of experiential marketing in mother-baby industry and combining specific groups of good children's groups,exploring related causes and finding out the shortcomings in the experiential marketing of mother-in-Targeted recommendations,this article is divided into the following six sections:The thesis consists of six parts.The first part is the introduction,including the purpose of the research and the significance of its topics,the research methods adopted,the innovation of experiential marketing and the related literature review.The second part is the review of the relevant theories of this paper,understanding the concepts of experiential marketing,experiential marketing,features,experiential modules,participatory models and tools for implementing the strategies.The third part focuses on the characteristics of maternal and child industries and experiential marketing features of the industry.The fourth part analyzes the status quo of good kids group experience marketing,summarizes the brand positioning of good kids group,analyzes good kids group product experience marketing strategy,channel experiential marketing strategy and emotional marketing strategy and so on,Analyze and explain the problemThe fifth part is to design a good group of children to experience the marketing strategy,experiential marketing design from the service level,the sensory level,the emotional level,the action level and the related level.The sixth part is the conclusion and the prospect of the thesis research.