Research On JT's Experience Marketing Strategy

With the development of consumption transformation and upgrading era,demands of customers have increasingly diversified.Great changes have taken place in the structure,form,abstract of consumers’ demand.As business idea of preposition of consumption context,experiential marketing has placed an emphasis on the experiential value of consumers.Experiential marketing has worked as the critique,innovative elements of traditional marketing concepts,which has been not only the symbol of respecting consumers,the fundamental practice of improving consumers’relationship management,but also the consumers’favorite model.Based on the classic theory of marketing,following the comprehensive method and literature analysis,the dissertation takes the JT company that provides painting service for research model,comprehensively studying the maketing environment of JT company,summing up both the superiority and the shortcoming of experiential marketing of JT company.Finally,the dissertation puts forward the operational optimization strategy of experiential marketing.As a small cultural entrepreneur that is in the beginning phase,JT company’s experiential marketing practice has embraced superiority and shortcoming that provides its peers with profound enlightenments.On on hand,due to the insufficient professional training,the team of JT company has known little about the meaning and the necessity of experiential marketing.Lack of investigation of status quo of demands of consumers has made the company not to motivate the participation of consumers.On the other hand,the form,context of experiential marketing can not match its motivation,which has undermined the superiority and highlight of the company.In order to meet the demands of consumers,the dissertation puts forward suggestions from three aspects:JT company should lead the professional training to enable the personnel to deeply understand the value and significance of the experience marketing..By analyzing the demands of consumers from the different perspectives can the company improve the experiential marketing.Based on full investigation,the company should improve the theme and design of experiential marketing to ensure the consumer satisfaction degree.In view of this,the research of JT company’s experiential marketing can not only expand the theoretical horizon of marketing,but also strengthen the competitive ability of small cultural entrepreneurs,accelerating the implementation of the innovation-driven development strategy of "mass entrepreneurship and mass innovation" under the new normal of economy.