Research On Industrial Brand Experiential Marketing Of SP Company Optical Transceiver Modules

In recent years,with the rapid development of fiber-to-the-home,cloud computing and large data centers,the optical communication module market has broader prospect of development,but it also presents a trend of serious homogenization of products.In order to maintain a strong position in the competition,more and more optical communication companies focus on brand management.The emergence of experiential marketing is undoubtedly bringing new hope and vitality to the optical communication industry.Experience marketing is to create a closer bond between the customer and the brand by immersing them in a fun and memorable experience,encourages its recognition and emotions to the brand,and then trigger purchases and even repeating purchase decisions.How to use the experience marketing to let customers have good brand image and make purchasing tendency for the company,provide better added value for the customers than the competitors,help company keeping long-lasting competitive advantage in the industry,which have emerged as one of the key concerns for both theoretical researchers and entrepreneurs.This paper is based on SP's optical communication module,firstly,reviewed and analyzed the literature and the theory on industrial brands and brand experiences from domestic and abroad,focus on in-depth research and analysis on the concept of industrial brand,brand experience,gradually clarified the industrial brand concepts,characteristics,functions,and elements of how to build industrial brand,summarized the difference between experiential marketing and traditional marketing.Secondly,through the case analysis,expert interviews and other methods,analyzed optical communication industry current status,market prospects and industrial brand experience building status,mainly analyzed problems of SP company's industrial brand experience marketing construction.Finally,based on large number of case studies,according to Pine and Gilmore's theory of six steps of creating a brand experience process,combined with the tools of Schmitt's Experience Grid and experience media,analyzes SP current situation,explores the importance of SP brand optical communication module industrial brand experience,the improving strategy of building SP industrial product brand experience construction,and discussed the protection measures of brand experiential marketing implementation,in order to enhance the brand of SP company's industrial products,maintain a favorable position in the competition.For industrial brand building and brand experience,domestic and foreign scholars have already done lots of related research.With the advent of the experience economy,scholars' research on experiential consumption has gradually emerged.However,there is almost no research about brand experience in the field of industrial products,especially in the optical communication industry.The subject of this thesis is based on industrial brand experience marketing,take optical communication module as the research object,aiming to connect brand experience with the optical communication products,and provide theoretical and practical reference proposal of industrial product brand experience marketing construction for the optical communication enterprises.