The Research On The Optimization Of Experience Marketing Strategy Of 4s Shop Of Xiamen A Automobile Company

In the context of the continuous upgrading of consumer quality,in order to improve the sales volume,the competition among the major brands of automobile companies is becoming more and more fierce.In addition,consumers have changed greatly in product and service demand structure,consumption mode and life style.Consumers demand a better experience of automobile,which challenges the marketing strategy of automobile companies.Although some 4S stores of brand cars have achieved certain effect in the competition for experience marketing,there are also many problems in the process of practice.Aiming at the practical problems existing in the experience marketing strategy of the 4S shop of Xiamen a automobile company,this paper re establishes the experience marketing model on the basis of combing the relevant theory and literature of experience marketing,and puts forward the optimization strategy of experience marketing from the five dimensions of sensory,emotional,thinking,action and relevance of experience marketing,combined with the new experience marketing model.First of all,this paper combs and analyzes the domestic and foreign experience marketing related theoretical research status by using the literature research method,and makes a general description of the research content and method of this paper.Secondly,through field research,questionnaire and interview records,this paper analyzes the strengths,weaknesses,opportunities and threats of 4S stores,and summarizes the current situation and specific problems of experience marketing in five experience modules of sense,emotion,thinking,action and connection.Based on this model,a questionnaire was designed and spss19.0 software was used to analyze20 indicators of five modules of experience marketing.Through descriptive statistical analysis and variance statistical analysis,several conclusions were obtained: different gender,different age,different education background,different monthly income and different occupation had obvious differences on the five modules of experience marketing,and analyzed the respondents’ satisfaction of thinking experience The degree of intention is the best,and the satisfaction of the related experience is the worst.Finally,according to the related theory of experience marketing,aiming at the current situation and problems of Xiamen a automobile company’s 4S shop experience marketing,combined with the internal and external influencing factors of4 S shop,the paper designs a new model of experiential marketing of Xiamen a automobile company’s 4S shop,and puts forward targeted optimization strategies.This paper hopes that through the specific implementation of the optimization strategy,it can obtain more competitive advantages in the same industry to change the existing competitive environment,in order to improve the economic and social benefits of the company,and play a certain reference significance for the application of automobile 4S shop marketing mode in Xiamen and surrounding areas.