The Research Of Game Shows Based On Experiential Marketing

As economy pattern changed from "agricultural economy","industrial economy","service economy" to "experience economy",more and more people begin to pay attention to consumption experience.It is not a simple money transaction,but is good memories which is shaped by life and situations in the process of consumption.Therefore,more and more marketing use the method of game to active atmosphere and increase the sense of participation of consumers.On the other hand,television games pn the positioning of the game is also endless.However,they don't know how to divided these(?)nes into exactly types with its characteristics,and what kind of experience it can make.Researching on the application of experience marketing in a game show provides meaningful and intuitive lessons to the variety show development,and even the entire entertainment industry.Furthermore,it can be a guidebook to others who want to use experience marketing to their business in reality.In this paper,the author uses the content analysis method to interpret the game of"Happy Camp",based on the case study,from the perspective of experience marketing.Researched after the establishment of "happy family" in 2006 especially in-depth analysis of the gams link,putting forward the innovative patterns of TV game show:quiz game,sentence patterns game,stunt games,wonders and privacy games,action games,sports game,performance game,speech and communication game,drinkers' wager game,etc.Through the analysis of the frequency of the game,the object of the study is divided into the period of embellishment(2006),the period of special use(2007-2008),the period of growth(2009-2011),and the period of mergence(2012-2015).The study found that the "happy camp" game for more than 5-10 minutes,the rhythm is faster;more participants,making the program atmosphere lively;game based performance is the most common form.Besides according to the classical theory of experience marketing,put forward experience mainly can be divided into the following five types:entertainment experience marketing,education experience marketing,emotional experience,aesthetic experience marketing,action experience marketing.Specifically(?)iscussed the "happy camp" especially the game is how to reflect the type of marketing experience.Finally,make some suggestions to improve the experience marketing in game shows.