Optimization Research On Experience Marketing Of Mixed Reality E-Sports Of CT Limited Liability Company

Since it was identified as an official sports event by the state in 2003,e-sports has gradually become industrialized after nearly 20 years of development.However,there is an awkward problem in the development of e-sports industry: How to make the public truly accept e-sports as a "sports" rather than "playing games",so as to achieve a wider range of popularity and have a broader market prospect? This problem has been a major barrier in development that needs to be solved in the future.Guangzhou CT Co.,Ltd.,founded in 2017,developed and researched the world’s first intelligent E-sports project using 5G + MR + AI + cloud service + big data technology in2020.The Intelligent E-sports is Metaverse Ball.CT.,Ltd.,aims to convey the new national fitness concept of "Intelligent sports,scientific and technological fitness" and popularize new intelligent sports.Taking it as the industry research object,this paper analyzes a series of marketing and promotion problems encountered by its intelligent E-sports project in the initial stage.Combined with the CEM framework theory of customer experience management,starting from the 3I experience media attribute and strategic experience module of MR technology,this paper describes and summarizes how CT company will manage customer experience and improve customer experience,so that the intelligent E-sports project can be settled all over China and settled in residential communities and schools.It lays a practical experience and theoretical foundation for the future popularization development of CT company,and also provides reference and ideas for the development of other E-sports and intelligent sports industries in China.This paper adopts the case analysis method to interview the founder of CT company,President Lin and relevant core personnel,track the customer experience feedback and evaluation,collect the experience research data such as customer satisfaction,customer loyalty and Net Promoter Score to analyze the problems existing in the initial stage of the enterprise.Using the customer experience management framework to study a series of optimization and improvement measures of CT company,the following research conclusions are drawn: First of all,enterprises should change the traditional marketing ideas and study and analyze the behavior and psychology of different customers.Secondly,enterprises should identify the brand experience positioning and the experience value required by customers,and clarify the full implementation of the theme content.Thirdly,enterprises should build a customer experience platform and design a pleasant and unforgettable experience journey for customers.Fourthly,enterprises should innovate the way to contact with customers and take the initiative to enter the public’s field of vision.Finally,enterprises should integrate customer experience into the company’s development and innovation strategy to meet the changing new experience needs of customers and the market.