Research On New Marketing Strategy Of Lidu Liquor's "Experience + Immersion"

The wave of consumption upgrading has changed the market environment in China,and the consumption market has gradually become decommercialized.Entering the Internet era,consumers' cognition of products is no longer confined to the level of advertising marketing,and they are more willing to go deep into the essence of the products,which has produced the experience value.This paper adopts the case study method,and the research object is the domestic traditional liquor brewing enterprise Jiangxi Lidu Liquor Co.,Ltd.(hereinafter referred to as "Li du Liquor ").Since its foundation in 1959,Li du Liquor has experienced several splendor and bumpy.After adopting the "experience & immersion" marketing strategy in 2016,the company has achieved a turnaround.Based on the characteristics of "experience &immersion" marketing strategy of Li du Liquor,this paper takes the experience marketing theory and immersive experience theory as the angle of view.And in the second part of the paper,the experience marketing theory and immersive experience theory are all-sided reviewed.Through the third person perspective,this paper restores the whole process of the "experience & immersion" marketing project of Li du Liquor.Including the reception room of the new factory,the front gate of the old factory,the demonstration base of hand-brewed wine in traditional method,the ruins workshop of the Chinese distillate spirits workshop in the Yuan Dynasty,the No.3 liquor storehouse,the science popularization hall,and the hundred years' wine storehouse,a total of 17 experience items have been accumulated in 7 scenes,which are detailed in the third part of the case body.In the part of case analysis,this paper uses PESTEL management tools to analyze the external environment of "experience & immersion" marketing strategy,and lists the advantages and disadvantages of the strategy in detail.Then combining with the eight channel model of flow theory and the forming stage of flow experience,this paper explores the connotation and classification of 17 "experience& immersion" marketing projects in Li du liquor.Finally,the author tries to construct a three-step plan for the future of the marketing strategy of "experience & immersion" in Li du Liquor.This paper draws four conclusions through the case study of Li du Liquor and the tool theory analysis.First,the feeling of flow experience varies from person to person,and the sense of experience created by the same scene will be different because of individual adaptability.Secondly,it is easier to realize the state of flow experience by fully mobilizing people's participation.Third,the first experience may be because of freshness,and more likely to produce a positive psychological state;Fourth,the flow experience needs to pave the way,the homogeneous extension of the flow experience project could promote the generation of feeling.The future of Li du Liquor's "experience & immersion" marketing strategy has unlimited possibilities.Existing projects can continue to iterate and merge through the Internet and new technologies.The integration of "experience ecological circle" resources and even "experience ecosystem" will radiate infinite charm.