Research On The Experiential Marketing Strategy Of CHZZ Apiculture Company Under The Internet Background

Along with the arrival of the experience economy,people’s consumption demand is gradually shifting from the product price,product quality,product service to product experience.Good consumer experience even surpasses the product itself and gets more and more favour of the consumers,and experience marketing also arises at the historic moment.Meanwhile,people’s life has been greatly changed by the rise and development of the Internet,and the status of the online sales market is getting higher and higher with the development of the Internet,creating new situations and opportunities for experiential marketing.This paper takes experiential marketing in the context of the Internet as the research perspective,takes small and medium-sized apiculture enterprise projects as the research subject,and selects Shandong Province CHZZ Apiculture Co.LTD as the research object.Based on relevant theories of experiential marketing and the in-depth analysis of the internal and external marketing environment of the target enterprise,this paper designs relevant experiential marketing strategies in order to explore marketing strategies suitable for sustainable and stable development of the enterprise and improve the market competitiveness of the target enterprise.In the first,on the basis of in-depth enterprise field research,the author has a detailed understanding of the actual situation of the target enterprise and the experience marketing situation and analyzes the main problems existing in the experiential marketing of the current target enterprise.Next,the paper analyzes the political,economic,social and technological dimensions of the target enterprise from the macro environment,and analyzes the overall situation and competitive environment of bee products industry from the medium environment.After that,the paper investigates and analyzes the customer market environment in order to understand the demand of consumers in detail in the form of self-compiled questionnaire.After that,the paper finds out the unique internal advantages and favorable external opportunities of the target enterprise,as well as the disadvantages and external challenges,so as to determine the necessity of the design and implementation of the experiential marketing strategies.In the target enterprise experience marketing strategy design,the paper defines the basic principles of strategy,feasibility and interactivity as well as the overall design ideas firstly.Next,the paper designs experiential marketing strategies for related products,beekeeping bases and experience stores from six aspects,including sensory experience strategy,emotional experience strategy,action experience strategy,service experience strategy,network experience strategy and online and offline integration experience strategy.In order to ensure the feasibility of experiential marketing strategies,this paper proposes corresponding implementation guarantee measures from four aspects to ensure the implementation of experiential marketing strategy,including experiential base construction,organizational structure optimization,policy assistance and platform cooperation construction.