Study On Experience Marketing Strategy Of Internet Car Industry Take Company Li Auto Inc As An Example

In the past 20 years,China’s auto industry has developed rapidly and has the largest automobile consumer in the world.In July 2014,Alibaba Group and SAIC Signed the "Internet Car" strategic cooperation agreement,and the concept of "Internet car" was formally proposed in the industry for the first time.Since then,many new power enterprises with Internet genes in China have started to make car,such as NIO、Li Auto、Xpeng etc automaker.Therefore,China’s auto industry has entered a more competitive phase.Internet cars directly subvert the traditional auto marketing mode.At present,Internet cars have established brand experience centers in urban business districts and provided online pre-sale,in-sale and after-sale services,thus reaching very direct sales.Then,how can the Internet car marketing mode,which is mainly based on online services,give consumers better experience and thus influence their buying behavior?Taking Li Auto as an example,this paper analyzes the Internet car experience marketing strategy in detail.Li Auto,founded in 2015,is a typical Internet car company,focusing on the production of large SUVs.This paper divides the Li Auto ONE experience marketing strategy into three parts according to the purchasing stage of consumers :(1)the experience marketing strategy before starting sales,including product launch and auto show;(2)Experiential marketing strategies in the sales process,including various service experiences provided on the company’s website and offline test driving experience;(3)Experience marketing strategies after sales,including customer experience sharing and product maintenance and repair experience.Provide consumers with different experiences at different stages.Based on Schmitt’s the experience of five dimensions-"Sense,Feel,Think,Act,and Relate" theory,in this paper,the existing experience marketing strategy of the Auto car are analyzed,the study found that:(1)the existing experience marketing strategy of the Li Auto in the implementation process,Sense experience,Feel experience,and Act experience are more applied,Think experience and Relate experience are less applied;(2)There is still a lack of customer experience in the production process of Li Auto;(3)The whole implementation process of experience marketing lacks the measurement of experience quality.Because the above problems,the author puts forward some optimization Suggestions.First,Think experience and Relate experience should be applied more in each stage of the customer experience.Second,the customer experience is extended from the simple sales process to the production process,and consumers can feel the deeper thinking experience and related experience through a higher degree of participation.Third,build a perfect customer experience quality evaluation system to provide more accurate guidance for enterprise experience marketing.