Research On Improvement Of Experiential Marketing Strategy Of XL Automobile 4S Shop In Bengbu

Since the outbreak of COVID-19 in 2020,China’s economic development model and people’s buying habits have changed rapidly,among which the consumption mode of bulk commodities has changed significantly,which has affected the trend of domestic automobile consumption.The sales of mid-range brands in joint ventures have slowed down.When choosing a vehicle,consumers no longer focus on the features and configuration of the vehicle,but on the brand,quality and user experience when purchasing and using the vehicle.Although the 4S stores of major brands have adapted to experience marketing,there are still many shortcomings,so the promotion effect is still not ideal.Therefore,this article proposed to Bengbu XL automobile 4S shop experience marketing strategy optimization as the instruction,put the theory to analysis,data statistics analysis and questionnaire,from the sensory,emotional and practice,thinking experience,related experience from five aspects to optimize experience marketing model,and accordingly to improve auto 4S shop experience marketing strategy,In order to improve customer experience,expand enterprise market share and increase revenue.This paper mainly adopts the theories related to experiential marketing,and summarizes the domestic and overseas research on experiential marketing by literature research method,and summarizes the research methods and contents.At the same time,onsite interviews and records were used to summarize and analyze the current 4S stores in the field of experiential marketing strategy development and existing problems.On this basis,corresponding research topics are formulated,and SPSS26.0 is used to conduct data statistical analysis on the indicators of the above five levels,and variance analysis is used to obtain the research results: In terms of gender,age,income,job,education and other differences in the five levels of experiential marketing,the satisfaction of sensory experience and thinking experience in the current 4S store is the worst.Based on the theoretical concept of experiential marketing,as well as the current situation and problems of experiential marketing research in Bengbu XL Auto 4S store,the reasons are analyzed.Thus,the experiential marketing strategy of XL Auto 4S shop in Bengbu was readjured.Through the implementation of our optimization strategy,we can make the company gain greater competitive advantage in the industry,so that the company can increase profits and get long-term development.Lack of personal level,there is much to be desired in this paper,that is,the data coverage is not complete,which cannot completely cover this research;The questionnaire survey was not comprehensive,and the samples and data obtained had certain limitations,which had a certain impact on the accuracy of the experience marketing strategy in this paper.