Research On Offline Entity Experience Marketing Strategy Of K Brand Leather Good

In recent years,the marketing environment has changed dramatically,the development of the traditional retail industry has encountered new opportunities and challenges,leather goods retail industry is one of them.The huge change in consumption habits,leading to the new generation in the process of globalization,market economy,the Internet and other social development process,consumer attitudes,consumer behavior presents new trends and characteristics.Due to the impact of the mobile Internet,they love online shopping,happy to discuss fashion,micro-blog,WeChat,forums and other social media to discuss the purchase of products,dissemination of ideas.In the new era of the Internet,the new consumer awareness,shopping habits and fashion ideas will have no small impact on the entire leather market consumption structure.The change of the economic form change,production and consumption behavior,enterprise marketing idea and marketing mode must adapt,from the original weight of products and services,to provide consumers with more effective way to provide consumers with more experience,experiential marketing came into being.Experiential marketing is a product that can adapt to the change of people’s material and physiological needs to spiritual and cultural needs.At the same time,enterprises can cultivate more loyal customers through experiential marketing,using experience marketing to better guide the brand building of enterprises,and ultimately achieve a unique competitive advantage.Experiential marketing which contains the consumer’s senses,feelings,thinking,action,the association of five aspects,redefining the design of marketing thinking.It breaks the traditional assumption of the"rational consumer",that consumer spending is reason and sensibility concurrently,consumer spending on consumption,consumption before and after the experience,is the key to the study of consumer behavior and brand operation.Based on literature research and case study,this paper through the analysis of the leather industry’s external environment and internal environment,give a comprehensive evaluation of K leather goods brand in the face of Chinese Internet environment new challenges and opportunities.Construct SWOT analysis matrix,and learn from the traditional industry of the general model of Internet,analysis of the K brand leather goods experience marketing strategy and strategic direction and goals.This paper is divided into six chapters,about 5Es experiential marketing strategy combination of the three characteristics of experiential marketing:highlight the value of products,guide consumers to participate actively,pay more attention to the combination of rational and emotional experience,using the five strategies to carry out the experiential marketing entity.This paper aims to study how to carry out the experiential marketing of traditional leather industry,for the enterprise to provide the theory in experience economy era development strategy guidance,provide meaningful reference for enterprise decision makers.At the same time,I hope this paper can provide new ideas for future research,and contribute to the healthy development of China’s leather industry.