A Research On Experience Marketing Of Niche Smartphone

Now,the Smartphone industry is maturing with saturated market and the competition among brands has intensified.Meanwhile,due to the development of social economy and consumption upgrading,experiential economy is the mainstream of economic behaviors.Under such market background,as a new rising brand and product,how to use the experience marketing to establish the advantage in the market competition has become an important topic for ZY projecting Smartphone.Thus,researching the experience marketing strategies to provide the better consumption experience for target customers offers a significant practical guidance and reference for ZY projecting Smartphone and other brands that have obvious personality characteristics.Using the methodology of literature research and case study,this paper reviewed the related theoretical research,analyzed the marketing situation of ZY projecting Smartphone and the marketing environment of Smartphone in China systematically,and put forward the market segmentation,target market-choosing and market position strategies for this niche Smartphone products.Based on these,the experience marketing strategies were developed.The main conclusions are as follows:First,under the background of experience economy,the theoretical research regarding experience marketing for the niche Smartphone is so scarce that it's difficult to effectively guide this kind of brands to plan and implement the experience marketing strategies.Second,the Smartphone industry has bright prospects and the market potential is tremendous in China,however,because of saturated market and increasingly fierce market,the niche Smartphone brand is facing unprecedented challenges and stress.So,grasping the trend of consumption upgrade to satisfy the personalized consumer demand is the key standpoint for niche Smartphone brands.Third,the Smartphone market can be segmented into four groups:practical consumers,business-oriented consumers,entertainment-oriented consumers and old-affluent consumers.ZY projecting Smartphone should aim at business-oriented consumers.Its market demand position is to provide diversified consumption experience while the product position is to build a high-end business assistant and life tool.Fourth,regarding the experience marketing practice,ZY projecting Smartphone should implement the sensory experience marketing from the aspects of experiential points,experiential contents and experiential situation designing;improve the emotional experience of consumers from emotional brand,emotional products and emotional service;enhance thinking experience of consumers from the use of presupposition and thinking stimulation,as well as experiential event marketing;shape the action experience of consumers via lifestyle experience and interactive experience;strengthen consumers' related experience by establishing the ZY club and holding the communication meeting of opinion leaders.