Research On Experience Marketing Strategy Of Brand H Makerspace

The arrival of the experience economy has provided a new model for economic development.People are paying more and more attention to experience during the consumption process and experience consumption is recognized by more and more people.In this case,experience marketing has come into being.Based on in-depth analysis on Brand H makerspace,this thesis analyzed its current situations of experience marketing and existing problems and then proposed appropriate recommendations of its experience marketing strategy with the combination of experience marketing theories and the actual situation.With the development of scientific and technological innovation,China has pushed to a new wave of economic growth.As shown in statistics data of 2015,more than 10,000 enterprises have emerged in China per day.The makerspace industry therefore has become the key grasp of national innovative entrepreneurship.Ever since the concept of "nationwide entrepreneurship and innovation" was proposed,the makerspace industry has enjoyed the vigorous development in China.Specifically,hundreds of makerspace enterprises have been distributed throughout the country since 2011.In order to find its own position in the makerspace industry among such fierce competitions,Brand H makerspace should find its own path of development.The first chapter of the thesis is an introduction,which includes the research background,significance,methods and framework.The second chapter is an overview of the experience marketing theories of the makerspace industry,including the definition of experience marketing and the makerspace,and the theory related to experience economy,the theory related to customer experience value and the theory related to emotional marketing.The third chapter is an analysis of the status quo of Brand H makerspace,including analysis on its current situations of experience marketing and existing problems.The fourth chapter is an analysis of the experience marketing strategy proposed to implement in Brand H makerspace,including the feasibility analysis,market selection and market positioning analysis,target customer demand analysis,market investigation and research analysis,actual case analysis;etc.The fifth chapter is a specific design of experience marketing strategy with the construction of an experience marketing strategy model of Brand H makerspace.The sixth chapter is the implementation of experiential marketing strategy,including the implementation of experience marketing strategy in Brand H makerspace and the performance evaluation of the implementation based on the experience marketing model.The seventh chapter is a conclusion and prospect of research results.This thesis applied experience marketing theories into the makerspace industry and conducted case analysis of Brand H makerspace.Per above theoretical and case analysis,this thesis proposed a targeted experience marketing strategy model with intent to provide some practical references for other makerspace products.