Research On Experiential Marketing Strategy Of BG Brand Haute Watch Boutique

For the last decade,while China's economy growing rapidly,Chinese people's material and spiritual life quality has been improved.With the explosive growth of the number of retail store in China,retail industry market is full of different brands and new store,market share competition turns to be more and more intense.At the same time,products and selling methods becomes homogenous.With supply exceeding demand,stores have to struggle for customers with all sorts of price promotion,regardless of market rules.To survive the intense competition,more and more retail brands tend to pay attention to a new marketing strategy-experiential marketing.Experiential marketing aims at achieving memorable customers experience by offering them high-quality products,comfort shopping environment,and personalized service.Thus companies can attract customers,stimulate consumption,preserve relationship,and finally will contribute to sales and revenue.In the era of experience economy,traditional product-offering retail industry will transform into experience-offering ones.The luxury agent company which the author engages in,is the agency of several famous Swiss watch and jewelry brands in China.The company operate stores in famous shopping malls over the country and sell to the terminate customers.BG is one of luxury watch brand the author's company agent and the author is responsible of managing all BG boutiques.Ten years of working experience makes the author realize that experiential marketing strategy is important for luxury retail stores to attract customers and stand out from the homogeneous competitors.This paper is consisted of six chapters around 5Es marketing strategies.The experiential marketing strategies combine the following three major characteristics:highlighting core value of the product,guiding customers to active participate and laying emphasis on the combination of rationality and sensibility.From five dimensions,including Experience strategy;Environment strategy;Event strategy;Engaging strategy and Effect strategy,we build framework of the BG boutiques experiential marketing,and through a series of marketing management to implementation experiential marketing strategy,enhance BG boutique customers experience and loyalty,make BG boutiques stable and healthy development under the fierce competition in a long time.At the end of this paper,we are looking forward to the big data era in the future,and predicted that experiential marketing base in big data environment will have a bright future.