A Study on Experiential Marketing Strategy and Its Application in China
作者 :  唐倩

  [Abstract] The experience economy is that companies will create memorable feelings for consumers, with service being the focus and products being the material. Experiential marketing is a powerful weapon for companies to rapidly open new market segments. With the gradual recognition of experiential marketing and the further opening up of domestic market in China, the Chinese experience economy is undergoing a rapid development and reckoned to have great potential prospects. First of all, the thesis discusses the origin, development and basic characteristics of the current experiential economy in theory. Second, the thesis further explores the genuine content of experiential marketing and thus how an enterprise implements the experiential marketing consistently to generate substantial economic profit. Next, the thesis studies the perception towards experiential marketing within China’s service industry and its application status quo. Finally, the thesis elaborates on the future potential and prospects of experience economy and experiential marketing, which are doomed to take off in China.
  [Key words] Experience Economy and Marketing; Status Quo; Problems; Potential
  【中图分类号】 F274 【文献标识码】 A 【文章编号】 1007-4244(2013)09-118-2
  I. Introduction
  21st century is a highly competitive age when various kinds of companies are fiercely competing with each other in this limited market. At this time, experience economy appears and its appearance is definitely not occasional. With the rise in people’s income, consumers are placing more importance on the pleasure and satisfaction with affection apart from the products’ quality. Therefore, as a total new economic pattern and marketing strategy approach, experience economy and experiential marketing deserve our serious attention and in-depth study. However, the study nowadays just dwells on some fragment and separate levels without being done on a whole level. And as for specific market segment, China is one of the greatly potential markets where experiential marketing strategy can be well-applied to generate considerable benefits and profits while it doesn’t win enough attention yet.
  II. Related Basic Information about Experience Economy
  2.1 The Origin of Experience Economy
  The economy evolution process, with the transformation of consumption pattern, has been from the old agricultural economy, industrial economy, service economy to the upcoming of experience economy.   2.2 The Concept of Experiential Marketing
  As a unique approach to the task of marketing goods and services, experiential marketing is a concept that integrates elements of emotions, logic, and general thought processes to connect with consumers. The goal of experiential marketing is to establish the connection in such a way that the consumer responds to a product offering based on both emotional and rational response levels.
  2.3 The Characteristics of Experience Economy
  Non-productivity, short-period, interactivity, non-substitutability, deep impression, high turnover of economic value. These are the basic characteristics of experiential economy.
  2.4 The Features of Experiential Marketing
  The features of experiential marketing is to care for the consumers’ experience;design, make and sell the products with an experience orientation; examine the consumption situation; a theme is needed for an experience; the methods and tools are variable.
  III. Experiential Marketing in China’s Service Industry
  3.1 The Current Situation of Experiential Marketing in China
  Nowadays, Chinese people are undergoing a transitional period of time from being in a traditional economy age to an increasingly wealthy and materialized age. Product homogeneity gives consumers more opportunities to make different choices. Traditional marketing strategy which simply stresses the efficacy and features of products faces great challenge. Network communication technology and production technology are advancing at a tremendous speed, which makes a new marketing approach seem ready to come out at any call. Experiential marketing, due to its own features and advantages, is getting more and more attention and favor from home and abroad. However, there is still something that needs to be further studied and explored: the current situation of experiential marketing in China, the potential problems that are needed to be paid great attention to and the corresponding solutions. These are now the focuses and concerns of Chinese business world, especially the service industry.
  3.2Misunderstanding among Enterprises in China
  There are some misunderstanding among Enterprises in China,for example, they think that experiential marketing is just about providing good service or service is equal to experiential marketing; some think experiential marketing is just fit for those service-type companies; some think that applying experiential marketing is just within the realm of big companies; some others totally implement experiential marketing strategy based on the mature experiential marketing theories which are actually developed under the western world’s mature economic environment; even some companies think that experiential marketing is too virtual to be reached.   3.3Problems in the Application of Experiential Marketing
  There are some problems in the application of experiential marketing, like lag of marketing concept/idea, experiential marketing existing in China as a kind of tactical strategy approach, cognitive misunderstanding about brands, customers’ low participation, and lack of solid product quality basis. These problems are deep-rooted and hard to get rid of.
  IV. Countermeasures to Solve the Problems
  First, establish the experiential marketing concept of being consumer-focused and create over-all experience for consumers. Second, set up experiential marketing strategy and achieve the three-dimensional goal of experiential marketing. Third, make full use of internet resources and realize the networking of experiential marketing. Fourth, the fourth point mainly embraces the implementations of the concrete marketing strategies combination.
  V. An Outlook for the Application of Experiential Marketing in China
  Even though China is just at the beginning of implementing this experiential marketing strategy and there are still a lot of imperfection, misunderstanding and problems waiting for Chinese companies to solve. Anyway, one idea should be held: Little Lotus Just with Buds. In spite of imperfection, misunderstanding and problems, it has already gradually found its own place and taken off. More and more Chinese companies begin to pay closer attention to experiential marketing and try to practice it. We can see that experiential marketing is attracting more and more companies and consumers with its own unique charm. China is a huge potential market for companies to launch campaigns to compete with each other and make great profits. No matter what kind of business these companies will do, experiential marketing strategy is an advantageous weapon for them to hold in hand and win this battle. There is a good reason to believe that experiential marketing will become the new trend for the 21st century marketing development.
  VI. Conclusion
  China is a huge potential market and experiential marketing is just taking its step and moving forward into this huge market. Despite all the problems and issues arising from this experiential marketing in Chinese market, there is still a strong belief and hope that experiential marketing will take its shape and gradually perfect itself to serve the purpose of Chinese companies. The only thing that Chinese companies should do is to implement experiential marketing to the best according to their own unique situations and take a hard look at every opportunity that comes to them. All in all, there is still a long way to go before experiential marketing can be fully developed and applied in Chinese market.   References:
  [1]Cateora, Philip R., and John L. Graham. International Marketing. China Machine Press, 12th ed, 2008.
  [2]Gilmore, James H. The Experience Economy. Harvard Business School Press, 1999.
  [3]Grundey, Dainota. “Experiential Marketing vs. Traditional Marketing: Creating Rational and Emotional Liaisons with Consumers”. The Romanian Economic Journal 29 (2008): 137-150.
  [4]Lenderman. Experience the Message: How Experiential Marketing Is Changing the Brand World. Basic Books, 2006.
  [5]Mathwick, Charla.“Experiential value: conceptualization, measurement and application in the catalog and Internet shopping environment”. Journal of Retailing 77 (2001): 39-56.
  [6]Schmitt, Bernd・ H. Experiential Marketing. Beijing: China Three Gorges Press, 2001.
  [7]Smilansky. Experiential Marketing: A Practical Guide to Interactive Brand Experiences. Kogan Page, 2009.

文秘写作 期刊发表