Graduation thesis of marketing major ~ ~

Tourism experience marketing under experience economy

Abstract: The arrival of the era of experience economy puts forward the requirements of experience marketing for all walks of life, and the experience nature of tourism determines that tourism needs experience marketing more. Based on the analysis of the definition, characteristics and practical significance of tourism experience marketing, this paper holds that tourism experience marketing can be developed by resetting the thinking mode of tourism marketing, creating tourism experience marketing mode by using strategic experience module and reorganizing tourism consumption process. ?

Keywords: experience economy; Travel experience; Experience marketing?

China Library Classification Number: F59 Document Identification Number: A Document Number:1672-3198 (2008) 01-0180-02?

On the Application of Experiential Marketing in Retail Industry

[Paper Keywords] retail experience marketing

Abstract: With the continuous development of economy and society, the retail industry has entered the era of experience consumption. How to pay close attention to this change, carefully study and grasp the characteristics and laws of experience economy, and meet the experience needs of consumers through the implementation of experience marketing strategy is the key to the success of retail industry.

As the terminal of selling goods and providing services, retail industry directly contacts the final consumers, and its product mix, service attitude and environmental atmosphere will directly affect the customer experience. In retail activities, the factors that affect consumers' buying behavior are complex, including economic and cultural factors and personal psychological factors. With the improvement of people's living standards and quality of life, getting more material products can no longer meet people's needs, and people pay more attention to satisfying their individuality through consumption. When consumers buy products, if they have experience scenes and atmosphere, it will have a great influence on consumers' purchase decisions. Experience marketing is a rational choice to adapt to the change of consumer demand in the era of experience economy. It attracts and retains customers by bringing them a good consumption experience. The core of experiential marketing is customer participation, taking customers as the main body of value creation and responding to customers' emotional demands in time. With the gradual maturity of people's shopping consciousness, more and more customers think that shopping is not only an activity to meet material needs, but also a leisure activity. More and more savvy customers, ever-changing technology and increasingly fierce brand competition make the traditional marketing and brand model obsolete. Enterprises adopt 4P marketing, mainly focusing on the functional characteristics of products, while in experiential marketing, consumers will be interested in the whole experience, not just the products. Enterprises can convey this experience to consumers through creative communication, unique customer experience, cool websites, attractive shops and friendly sales staff. Therefore, as a retail industry, we should pay attention to details in the marketing process, impress customers with details and create benefits, and experiential marketing is an effective means to achieve the above goals.

First, experience and experience marketing

In the book Experiential Marketing, Dr. Bird Schmidt pointed out that "Experience is an activity created by enterprises around consumers with services as the stage and commodities as props, which is worth remembering by consumers". Although it is an intangible commodity like service, service is external to consumers, while experience is internal, which is the income of personal participation in form, emotion and knowledge. Can bring unforgettable feelings to consumers for a period of time, so that consumers can get spiritual comfort and enrichment. It pays attention to all consumer behaviors and experiences of customers before, during and after consumption, pays attention to the emotional interaction between enterprises and consumers in the communication process, and constantly satisfies consumers' personalized feelings.

The concept of experiential marketing was put forward in 1998 by two founders of strategic horizon LLP. Experiential marketing requires enterprises to innovate the definition and design marketing strategies from five aspects: consumers' senses, emotions, thinking, actions and relevance. This way of thinking breaks through the traditional assumption of "rational consumers" and holds that consumers' consumption behavior includes not only rational factors such as knowledge, intelligence and thinking, but also perceptual factors such as senses, emotions and emotions.

Traditional marketing mainly pays attention to the powerful function, beautiful appearance and price advantage of products, while experiential marketing is based on life and situation, shaping sensory experience and thinking identity, thus attracting consumers' attention, changing consumption behavior and finding new survival value and space for products. Experiential marketing is a systematic marketing ideas, which takes service as the core, provides consumers with a consumption situation, leaves consumers with unique and beautiful memories through their participation and interaction in the situation, and finally reaches the purchase process.

Second, the characteristics of experiential marketing

With the development of science and technology and information industry, people's consumption desire and consumption pattern have also changed. When the material is extremely rich, people become less sensitive to the price of goods, the psychological satisfaction brought by products and services becomes more and more important, and the spiritual demand gradually exceeds the material demand and becomes the dominant demand of people. Experience marketing has the following characteristics:

1. Customer-oriented. Because experience will involve customers' sensory and emotional factors, as well as rational factors such as intelligence and thinking, experience is the result of a person's experience, experience or a scene fragment in life. Therefore, the experience should be guided by the customer's needs, understand the customer's innermost thoughts, stimulate the customer's innermost things, and get his response. From the perspective of customer experience, examine your products and services, shock and touch customers.

2. Pay attention to personality. A good experience will remain in the minds of consumers for a long time. Experience is a unique and personalized feeling. Experience cannot be copied, but can only be recalled, which is very precious. Experiential marketing focuses on customers' satisfaction in purchasing environment, atmosphere and commercial brand, rather than staying on the surface characteristics and basic functions of products.

3. Create happiness for customers in the marketing process. Experience marketing pays attention to constantly bringing new experience and satisfaction to customers in the marketing process of products, thus bringing happiness to customers. For example, the soft background music in the shopping plaza and the neat and creative commodity display can all bring excitement and happiness to consumers.

Thirdly, the strategy of implementing experiential marketing in retail industry.

1. Change the marketing mix mode. The traditional 4P marketing combination model based on product, price, channel and promotion has been difficult to meet the requirements of the development of experience economy. In the process of experiential marketing, it is necessary to establish diversified experience modes, constantly innovate design experiences, and bring multi-angle pleasure and emotional sustenance to consumers. We should customize experience products according to the needs of different customers, give full play to our imagination according to the changes of marketing environment and other factors, launch diversified experience products through entertainment experience, life experience, emotional experience and virtual experience, and create and design new experience services to meet the needs of consumers to the greatest extent. When designing products, consciously increase the sense of pleasure and beauty for products and services, which is fully reflected in the carriers such as appearance, packaging, display and brand recognition; When determining the price, set the price according to the needs of customers, so that customers feel happy and willing to pay; When planning channels, we should highlight the characteristics of differentiation and the timeliness of response; When promoting sales, strengthen communication with customers, encourage customers to participate, and strengthen customers' understanding and feelings of the experience.

2. Carefully create an environment to improve customer satisfaction. Experiential marketing requires the shopping environment to have a certain atmosphere and emotional appeal, so that consumers can have a special psychological feeling in the shopping process. Although consumers' psychological feelings are not directly related to the transaction itself, they can affect consumers' mood and interest when shopping. A well-planned shopping environment is to create perceptual experience, make full use of emotional information, and intervene in the behavior process by influencing consumers' more senses and feelings, thus affecting consumers' purchase decision-making process and behavior. Under the experience economy, businesses sell experiences tailored for consumers, who are no longer passive recipients, but participants. Experiential marketing will bring indelible impression to consumers, so it is necessary to introduce something that can be seen and touched, so that consumers can grasp the theme, closely focus on the theme and fully stimulate consumers' senses. Let customers know what experience they will get before buying. By creating an atmosphere, designing a scene, and carrying out experiential activities in which consumers participate, we can create an atmosphere and scene of experience for consumers and persuade them to buy.

3. Explore the psychological needs of consumers and pay attention to the interaction in marketing planning. In the marketing activities of retail industry, we should change from simply satisfying consumers' needs through products or services to satisfying consumers' desires, increasing customers' experience and paying attention to satisfying customers' spiritual and psychological needs. In the era of personalized consumption, people are no longer satisfied with passively accepting the products of enterprises, but put forward more requirements for product design. Therefore, in the process of product development, enterprises should pay attention to the shaping of product image, personality, emotional appeal and sensibility, create psychological attributes consistent with the psychological needs of target customers, and help customers form interesting experiences. Experiential marketing can create a kind of life and cultural atmosphere needed by consumers' spiritual world, thus helping consumers to discover their potential psychological needs and stimulate their desire to buy.

4. Incorporate more experience elements into the service. Experiential marketing fully stimulates and mobilizes consumers' senses (sense), feelings (Think), actions (act), relevance and other perceptual and rational factors by seeing (feeling), listening (hearing), using (using) and participating, which brings a new atmosphere to the retail industry. With the development of science and technology, products are becoming more and more homogeneous. Good service can increase consumers' goodwill towards the enterprise, help to build consumers' loyalty, increase the experience components in the service, increase the opportunities for consumers to participate, highlight the personalization and differentiation of services, and better attract consumers. Enterprises should consciously convey their own experience to customers, not only do a good job in the whole process and all-round service promised by enterprises, but also realize the personalization, characteristics and branding of enterprise services, which will not only satisfy consumers, but also impress consumers and make the services provided by enterprises become unforgettable experiences for consumers.

5. Explore new customers and stabilize loyal customers. The situation of after-sales service is of great significance to enterprises, and it is an important means for retail enterprises to improve customer satisfaction and cultivate loyal customers. According to the 80/20 rule, 80% of the sales of enterprises come from 20% of customers, and it is loyal customers who create 80% of the sales of enterprises. Post-purchase experience will promote customers' repeated purchases. In addition to providing high-quality after-sales service, retailers should also use modern network and communication technology to establish customer files and strengthen customer relationship management, thus affecting customers' emotions and cultivating customers' loyalty, so that experiences can exist at any time when enterprises contact customers, including retail environment, consumption process of products and services and after-sales service, clearly grasp all consumption behaviors, and pay more attention to all experiences of consumers before, during and after shopping, so that consumers can feel them.

6. Establish experiential marketing team in retail industry to improve service quality. Retail usually faces consumers directly, so the quality of marketers directly affects the effect of customer experience. No matter how clear the experience theme is, no matter how perfect the experience design is, in turn, it will be greatly discounted or even destroyed because of the negligence or neglect of employees. In experiential marketing, salespeople and their roles have changed to some extent compared with traditional marketing. They should adopt the methods of letting target customers observe, listen, try and try, strengthen communication and interaction with consumers, let customers experience the products and services provided by enterprises, apply vision, hearing, taste and smell to experiential marketing, and let consumers experience products, confirm value and conduct transactions after trust. Therefore, the key to the success of experiential marketing is to improve the comprehensive quality of marketers, such as positive attitude, noble quality, strong communication and coordination ability and professional skills.

References:

Joseph Pine James gilmour: Experience Economy [M]. Machinery Industry Press, May 2002.

[2] Bai: "Consumer Psychoanalysis" [M]. China Economic Publishing House, May 2006, the first 1 version.

[3] Tang Xiaoping: emotional marketing strategy under the background of experience economy [J]. High-tech and Industrialization, No.7, 2005.

[4] Chen Lingyun: "The most effective marketing rule in the world" [M]. Seismological press, 2005, version 1.

1 in the era of experience economy, what is the combination of experience marketing and tourism?

In the stage of mass tourism, tourism demand is mainly manifested as "five senses demand", that is, seeing, listening, smelling, tasting and speaking. However, with the continuous development of tourism and the further development of tourism, tourists have entered a higher demand stage, that is, "participating in the experience of meeting my personalized needs", so that they can truly integrate themselves into this activity and produce extreme pleasure and excitement, thus obtaining the "experiential" value of tourism. ?

2 tourism experience marketing strategy module?

Tourism experiential marketing needs tourism enterprises to change the traditional marketing thinking mode and redesign and define their own tourism marketing thinking mode from five aspects: tourists' senses, feelings, thinking, action and relevance. Bernd H.Schmitt called these different experience forms strategic experiment modules (SEMs) to form the framework of experience marketing, as shown in Table 1.

3 tourism experience marketing model?

3. 1 entertainment marketing model?

Entertainment marketing focuses on satisfying tourists' entertainment experience. Its marketing model requires tourism enterprises to skillfully combine sales and management in entertainment, attract tourists by creating entertainment experiences, and achieve the purpose of urging tourists to buy and consume. Its biggest feature is that it abandons the serious, dull and dignified side of traditional marketing, making marketing activities friendly, relaxed and vivid, which conforms to the essential characteristics of tourism, so there is great room for creation in the marketing of tourism products. ?

3.2 Aesthetic marketing model?

Aesthetic marketing focuses on satisfying people's aesthetic experience, and caters to consumers' aesthetic taste by selecting and using beautiful elements, such as color, music, patterns, and beautiful styles, such as fashion, elegance, and gorgeous. With a beautiful theme, arouse consumers' interest in buying and increase the added value of products. When using this model, tourism products relying on natural resources should highlight the role of natural elements, downplay artificial colors, pay attention to overall coordination in design and avoid gilding the lily. ?

3.3 Emotional marketing model?

Emotional marketing is based on the inner feelings of tourists and is committed to meeting their emotional needs. This requires tourism enterprises to combine the characteristics of tourism products, explore the emotional response mode of tourists, and create tourism products with psychological attributes consistent with the psychological needs of target customers. For example, for those tourists who seek their roots, we should firmly grasp the mode of emotional marketing. For example, in Japan, people can even rent back "daughters", "sons" and "grandchildren" to experience the warmth and affection of their families. ?

3.4 Lifestyle marketing model?

Lifestyle marketing is to cater to the lifestyle pursued by consumers, and to attract consumers and establish a stable consumer group by transforming the company's products or brands into a symbol of a certain lifestyle, even a symbol of identity and status recognition. Rural tourism products, holiday tourism products and those in-depth tourism products can all use this model to attract tourists and let them buy tourism products while accepting a certain lifestyle. Celebrity effect marketing is not only applicable to ordinary products, but also to tourism products. ?

3.5 Atmosphere marketing model?

According to the product's style positioning, create a suitable atmosphere for tourists, optimize the experience effect and create an extraordinary experience. For example, the American "Starbucks", which values the pursuit of customer experience, conveys a relaxed and warm atmosphere, a culture that respects knowledge and humanity, and provides elegant gathering places and innovative coffee drinking methods and processes. Here, every customer is a coffee connoisseur, enjoying the extraordinary experience brought by Starbucks. ?

4 tourism experience marketing strategy?

Tourism enterprises sell "complete experience", which provides tourists with a comprehensive customer experience before, during and after consumption from the design, combination (packaging), sales and after-sales service of tourism products. Therefore, tourism enterprises should pay attention to every consumption link, eliminate redundant processes that are not conducive to communication with tourists, establish a platform that is convenient for direct face-to-face with tourists, and realize the reorganization and optimization of tourism consumption processes. ?

4. 1 Let tourists become co-designers of products?

In experience tourism products, tourists change from result consumption to process consumption. Therefore, by attracting tourists to participate in the design and production of tourism products, the interaction between tourists and tourism enterprises, tourists and tourists can be improved, and tourism enterprises can improve production capacity and reduce production costs, which offsets the economies of scale caused by personalized production of experiential products to some extent. ?

Tourism enterprises can make tourists become collaborative designers of products through observation and learning, product formulation and online feedback. Online feedback is recommended here. At present, a few tourism enterprises have digitized the real scene of scenic spots and moved it to the network in all directions with the help of three-dimensional panoramic virtual technology. With a click of the mouse, the audience can watch the scenery of the scenic spot up and down, left and right, forward and backward. Combined with the scenic navigation map and the tour guide's explanation, the audience can realize virtual tourism while walking. More importantly, through the initial contact with tourism products, potential tourists can find the shortcomings in the design and development of tourism products, and can also give suggestions for improvement according to their own preferences. ?

4.2 Use experience mode theater to coordinate tourism products and services?

American service marketing experts Grove and Fink believe that face-to-face service experience is similar to performance, which requires actors, scenery and performance effects. In the experience theater mode of tourism enterprises, actors are front-line service personnel and the main producers of tourism experience; Landscape is a kind of tourism resource and an indispensable building site for producing tourism experience. Therefore, experience marketing should first start with front-line personnel. Enterprises should make employees fully realize that every contact with tourism consumers is a "critical moment", which will directly affect tourists' evaluation of the quality of tourism services. Therefore, in addition to a higher professional level, staff should also pay attention to their own clothes, manners, manners and other details that may leave a good impression on tourists. ?

4.3 Provide additional products?

Additional products are not core products, but represent additional benefits beyond the core interests, which can support the core products to play the greatest role and distinguish them from competitors' products to some extent. Tourists will be influenced by their travel experience for a period of time after their return from tourism. Tourism enterprises can set up travel clubs or bbs to provide them with a space to share and exchange experiences, encourage consumers to constantly recall the beauty of this experience and stimulate their new demand for travel. This is actually another experience for consumers, an experience of meeting friends all over the world. ?

To sum up, a successful tourism enterprise must give visitors a pleasant experience. In essence, tourism enterprises should strive to build a happy theater. In time and space, all links in the supply chain of tourism products should be coordinated and unified to form a perfect tourism product and a good overall image, so that tourists can get a satisfactory experience, and finally the difference between tourism experience and tourism expectation is zero or even positive, achieving a win-win situation for enterprises and tourists. ?

Reference materials?

〔 1〕? Joseph? Pine and James? h？ Guilmault (USA). Experience economy [M]. Beijing: Machinery Industry Press, 2002.

〔2〕? b？ James Joseph Pine? Gilmour. Welcome to the experience economy. Harvard Business Review, 1998. ?

〔3〕? Ma lianfu Experiential marketing-touching the needs of human nature [m]. Beijing: capital university of economics and business Publishing House, 2005.

〔4〕? Yang Xingyue. On Tourism Experience Marketing [J]. Economic Perspective, 2006, (10).