Research On The Application Of VR Technology In Experience Marketing Of A Company

In the era of experience economy,all marketing activities will focus on customer needs.Therefore,experience marketing is a major marketing method in the current era.By guiding customers to participate in the experience in person,experiential marketing enables customers to enjoy the different experience and feelings brought by goods and services from the experience,thus deepening customers’ understanding of goods and forming shopping behavior.At present,with the development of China’s market economy,automobile has become indispensable.Under the experience economy,consumers expect to have more and deeper feelings when purchasing automotive products,thus improving the understanding and interaction of automotive products.Through VR technology,virtual and real experiences are integrated into a virtual environment,which is characterized by immersion and interactivity.The paper introduces VR technology into automobile experience marketing,aiming to study the immersive and interactive experience marketing products.In the research process,the first task is to analyze the current situation of the marketing model of the automobile industry.Offline 4S store marketing,automobile word-of-mouth marketing and online marketing are the main modes used in the current automobile marketing.Many of these models have experience marketing,but these marketing methods have some problems,such as high offline investment cost,low online marketing effect,low consumer feeling,backward marketing concept,lack of sense of technology and so on.Introducing VR technology for experience marketing can effectively help automobile enterprises increase online experience marketing means.The wide application of VR technology in various fields also provides a foundation for the application of VR technology in automobile experience marketing.Therefore,adhering to the principles of ease of use,low cost and freedom from space and time constraints,we have built VR experience marketing products for company a from the two aspects of VR online exhibition hall and VR online test drive.Finally,the questionnaire survey method is used to investigate the application effect of VR experience marketing products of company a to understand the application effect of VR experience marketing,that is,it updates the marketing concept of automobile enterprises,reduces marketing costs,provides interactive experience for consumers,and improves marketing efficiency.