Research On Experiential Marketing Management Of Fashion Tianhe Commercial Projects

With the rapid development of economy and the gradual improvement of the people's living standard,consumer demand is also undergoing profound changes,especially,with the rapid development and continuous impact of Internet e-commerce,the traditional functional marketing model of commercial real estate has been difficult to adapt to and meet the new demands of consumers who want to get novel,convenient and participatory experience under the new situation.Many traditional commercial projects struggle to survive.Fashion Tianhe Plaza is located in Tianhe road business district of Guangzhou,the first business district in South China,with construction area of 160,000 m2 and more than 1,600 merchants.Under the guidance of experiential marketing management theory,Fashion Tianhe Plaza has created a unique marketing management mode.Although this mode has achieved a win-win of economic effect and social effect,there are still some problems affecting the development of the project.According to marketing management and experiential marketing management,and other related theory,as well as the investigation of existing situation of experiential marketing management of Fashion Tianhe Plaza,this paper mainly analyzes the environmental sensory experience,convenient experience and service content experience of the project,and finds that the problem of the project in experiential marketing management is that convenient experience is imperfect,content of service experience is unsound,entertainment experience is incomplete,theme environment experience is not prominent,and the activity-type experience is not rich,and understands and analyzes the specific cause of the problem in the form of interview survey and questionnaire survey.Based on the analysis of the causes of the experiential marketing management of Fashion Tianhe Plaza,this paper puts forward some optimization plans,such as strengthening the subject features of the project,optimizing the convenient service experience,improving the service content experience,enriching the entertainment content experience and increasing the experience activities,and puts forward some safeguard measures for the implementation of the optimization plan.The research results of this paper provide investigation and decision basis for the optimization of experiential marketing management of Fashion Tianhe Plaza.The optimized content of the experiential marketing program of Fashion Tianhe Plaza also provides some reference for the optimization management of the experiential marketing of other projects.