The Exploration And Research On How To Integrate The Cultural And Artistic Project Into The Experiential Marketing Of Shopping Center

With the rapid development of Chinese economy,experience economy is coming quietly.In addition,as material consumption can't satisfy the demand of people due to the popularity of e-commerce,people turn to the dual consumption of material and spirit in lifestyles.Under the background of this change of consumption style,experiential marketing appears.Impacted by the "Qiandianyimian" of malls in China and e-commerce,many malls begin to add experiential elements,which becomes the focus of market competition.The support of national policies for cultural industry,the demand of people for spiritual culture,and how to integrate cultural and artistic projects into the experiential marketing of malls are problems which are urgent to be studied and explored.In the paper,by taking malls,experiential marketing,and cultural and artistic projects as research objects,according to the problem existing in traditional malls,Field Investigation Method,Case Analysis Method and Literature Research Method are used to study how to integrate artistic and cultural projects into malls,starting from the perspective of experiential marketing.Make malls create elegant artistic environment and professional artistic content so that they can provide the shopping experience with endless aftertaste for consumers,arouse their resonance and bring the artistic experience with deep connotation to them.Make artistic and cultural projects no longer elusive to shorten the distance with the public.Make these malls different from traditional ones,stimulate the vitality of cities and awaken the rethinking and re-exploration of managers on the planning of malls under the tide in line with the theme of era.The paper is divided into seven chapters.In the first chapter,the origin of the project is analyzed,and the current domestic and foreign research theory,the research object and the research purpose are traced.In the second chapter,the development of malls is introduced,experiential marketing is analyzed,the consumption psychology and consumption behavior of modern people are studied and the problem existing in malls at present is combed.In the third chapter,the advantage and limitation of the integration among malls,experiential marketing and cultural and artistic projects are mainly explored.In the fourth chapter,the cultural and artistic form and integration principle in the experiential marketing of malls at present are investigated and analyzed.In the fifth chapter,the value and meaning of the integration among malls,experiential marketing and cultural and artistic projects are put forward.In the sixth chapter,by combining experiential marketing,some strategies and methods are put forward to integrate malls with cultural and artistic projects,which is hoped to provide some practical reference for the integration between malls and cultural and artistic projects.In the last chapter,the development trend of the integration between malls and cultural and artistic projects is put forward,which is hoped to provide new direction and ideas for the development of malls in China.In terms of the perfection and maturity of research,the paper is still at the attempt stage.It needs to be tested,amended and developed in practice.