Application Research Of Virtual Experience Marketing In Automotive Customers Development

The rapid development of mobile Internet and intelligent device has enriched people's work and life,meanwhile,it has promoted the emergence of new demand.Experiential marketing has once become a powerful tool for enterprises to become closer and maintain the relationship with customers in the face of market competition,in this case,costumers have got enough respect and confidence.Automobile manufacturers have always attached great importance to customer experience.With the advent of the Internet plus era,the expert have begun to introduce virtual reality technology into the automotive industry,the large automobile companies have begun to try to bring virtual experiential marketing into business activities.When starting the business,CS Company mainly provides digital virtual experiential content service for automobile manufacturers and dealers,which has significant effect on the automobile industry undoubtedly upon the hard situation for both customer and dealers.Firstly,this paper introduces and analyzes the concept,content and manner of execution of experiential marketing and virtual experiential marketing.At the same time,it studies the digital content service of CS Company from two aspects,it shows that customers can enter the virtual world to experience the tailor made service,e.g.test drive or customizing their favorite cars,at anytime and anywhere by different ways in the virtual experience.During this process,manufacturers can reduce costs,get customer insight,improve sales efficiency,and pave the way for improving economic efficiency and future customized automobile production services.Secondly,makes the competitiveness analysis,builds the model of experiential marketing and proves the possibility and scientificity of the service strategy of B2 B and B2 C through two kinds of questionnaires.Finally,through the analysis of the problems that have occurred and may occur in the digital service,this paper puts forward some corresponding suggestions and measures,and clarifies that although the development status of the digital content of CS company is not mature enough by now,it conforms to the market demand and will be gradually affirmed,so it will be widely used in the automotive field and other industries in the near future.