1、中国式体验营销有效的平民化营销工具（Chinese style experiential marketing an effective civilian marketing tool）Once predicted the “third wave“ of the arrival of the famous American futurist Alvin ? Toffler predicted in CCTVs show years ago: the service economy will gradually shift to the experience economy, people wil
2、l create more and more experience and related economic activities, businesses will provide experience on services to improve the competitiveness and obtain a higher market returns. Now, this prophecy is becoming a reality step by step, and the experience of consumption has quietly come to us. In our
3、 country, when the masses meet the basic needs of food and clothing, and then turn to higher spiritual needs, experiential marketing will become popular. Because the experience marketing is not only the product sales and services, is also a kind of spirit had the pleasure, we are willing to spend a
4、high value of the product or service itself several times a feeling of love or even several times the price to buy.When it comes to experiential marketing, we have to mention the experiential marketing to play to the extreme of Starbucks (Starbucks) their coffee is very delicious, but delicious to u
5、s not hesitate to pay higher than the equivalent of a cup of coffee 5 times or even 10 times the price of Starbucks? In fact, they may not have coffee Nestle more delicious, and may not have their own bubble more palatable. Why do you have to wait at such a high price for a cup of coffee that is not
6、 very delicious? Because people dont go to Starbucks to buy coffee, but to buy a mood, a pleasant experience, this pleasant experience do not say 10 dollars, is 20 dollars, 50 dollars, or 100 dollars, we might be willing to pay, because a good mood is not measured by money. Especially in the highly
7、developed economy region.In China, experiential marketing is not very common. Most of the enterprises use it, and they are mainly brand oriented. Many small and medium enterprises do not want to use experiential marketing, but there are some misunderstandings about experiential marketing, which lead
8、s to the failure or withdrawal of the operation. Misunderstanding mainly in the following 5 aspects.1, think experiential marketing is to do good service or service, that is experiential marketing. In fact, this is not the case. Successful experiential marketing is to provide consumers with a deeper
9、 and more pleasant spiritual experience than products or services. Services and products can only be said to be the means and tools;2, think that experiential marketing onlySuitable for service enterprises. Similar to the above questions, still think that experiential marketing is equivalent to serv
10、ice, in fact, any kind of enterprise can pass the experience, and consciously shape this experience, that is experiential marketing;3, I believe that experiential marketing is a patent for large enterprises. Engage in a large experience, the auto industry experience, self driving, etc., experience m
11、arketing requires economic costs, the required level of operation is very high, from the middle and small enterprises too far. In fact, the opposite is true, experiential marketing is low input, high returns of the “civilian marketing tool“, especially for small and medium enterprises, Starbucks is
12、not just a small coffee shop from the start?.4, completely in accordance with the western experience of mature economic environment through the theory of marketing operations, regardless of actual differences, resulting in market returns barely satisfactory. The role of experiential marketing is not
13、 to be questioned,It originated in the western developed countries, the economic characteristics, cultural characteristics, geographical features and Chinese has great difference, therefore, the practical application of experience marketing in Chinese to economic and cultural features and local inte
14、gration, which form a “China experiential marketing“ so it has practical application value.5, there are a lot of people say that experiential marketing is, too far away from us, even if the operation, only suitable for shaping the brand, for promotional products not directly help what. In fact, expe
15、riential marketing activities often occur in our side, we see a scenes: a woman saw a very exquisite brooch in a boutique, she hurried into the store to buy the brooch. Because the shopkeeper found her a lot of change, she and the shopkeeper had a quarrel, and returned home, the lady how to see this
16、 pin how awkward, without the original share of love. In fact, the simple transaction process is a transfer process of experience, the product itself is no problem, but because of the occurrence of unpleasant, resulting in negative shopping experience, the emotional and passed on to the goods, I thi
17、nk the lady never go to the jewelry shop consumption. We will see a scenes: a gentleman friend please go to a Korean restaurant, walked into the restaurant was attracted by the authentic Korean decoration environment, speaking Korean service personnel with South Korean etiquette reception customer,
18、tableware, dishes, Korean music characteristics, everywhere reflect the characteristics of the Korean style. After dinner with his friends, the restaurant thought the restaurant was the most authentic Korean cuisine and frequented it. In fact, the food in this restaurant is no different from the Kor
19、ean food in other restaurants, but this gentleman and his friends have gained a good experience. A situation similar to the above two scenes often happens to us, but we do not pay attention to it. If we can control this experience consciously through some techniques and methods of the process, the e
20、xperience can give consumers a profound and beautiful memory, such as behind the scenes in the Korean restaurant, not only shape the brand at the same time can promote sales, and vice versa.Lets take a look at all types of small and medium enterprisesHow to adapt to local conditions, flexible use of
21、 experiential marketing to promote sales, brand building.Two years ago Shanghai set up a “Dark Restaurant“ in addition to the whole restaurant Restroom all dark, mobile phone in the restaurant must also be closed, lighter, fluorescent table can emit light of all items will be before entering the res
22、taurant service personnel received tube in the cloakroom, then by wearing infrared night vision equipment service they are guided into the darkness of the restaurant to sit, I have experience, really let a person find everything fresh and new, impressive, at least two years ago all the hotel went in
23、, today I only remember this “Dark Restaurant“ can be said to be a very successful experiential marketing case, of course, then there must be attentive service, characteristics as the product of experience marketing hardware support. Its hard to imagine a business that relies on unique experience wi
24、thout good product quality and good service.Shanghai is called “colored glaze space time“ handicraft shop, has the characteristic very much,The whole building is made of glass decoration, 6 small exhibition of products are unique, there are China traditional style, French style, American style, Japa
25、nese style, each hall are filled with the corresponding cultural atmosphere, the tone is also divided into warm red, elegant purple, green free and different music and lighting match, let you have a walk into the world, through time and space feeling. Under the circumstances of this kind of commodit
26、y, it also looks particularly luxurious, full of cultural atmosphere, which makes it easy for people to have impulse to purchase. Well dressed service personnel will not chatter without stop to introduce you or recommend, just quietly, naturally stand in a fixed position, slightly downward sight, gi
27、ve the guests a full freedom, do not disturb appreciation, buy space, only when you ask, they will quietly came, the pace of elegant dignified, make people feel that they are the masters of the hall. Of course, this shop price also does not poor, a market to sell glass lamps around 100 yuan to 600 y
28、uan in here, but you can believe in, its worth the price, it must be different from the market of similar products, although this is not necessarily so.There is a location remote Spa Hotel in Nara, although in tourist attractions, but no road, to the hotel to walk about 30 minutes, the cars of the c
29、ity people, really not easy. Can a hotel like this be hot? Sure！ Because the hotel makes full use of experiential marketing, not only deepened the customer on the hotels image and popularity, inferior change more remote geographical location, no car features a selling point, we take a look at this h
30、otel is how to do.Highway stone road leads to the hot springs hotel, cars, this hotel is on the side of a highway at the entrance with the unique local vine decoration a bulletin board - Millennium spa, Centennial Hotel, feel the culture, enjoy the hot spring bath, wash away the journey tired, pleas
31、e go to the village of Chiba hot spring hotel Interested passengers can park their cars in roadside parking lots. Go around in the trees, full of exotic flowers and rare herbs on both sides of birdstwitter and fragrance of flowers, on the road, so long in the urban forest in cement visitors have a q
32、uiet mind, body and mind are fused to the poem the illusion of nature, to every 500 meters there is few vines prepared chair for visitors to rest in front. The fork will have a local villagers dress for guiding visitors and send some fruit for the tourists to quench their thirst, the villagers is th
33、e hotel staff, is also the first to welcome reception staff. The gravel, tree chair, Biquan creek A novel and pleasant scenery let visitors unconsciously walked 30 minutes, came to the hotel staff and local customs dance and interesting hospitality ceremony so that visitors find everything fresh and
34、 new, unique flavor delicacy, elegance of the bedroom, wash a comfortable hot spring bath in the evening, go when the hotel will send a production with exquisite crafts, which gave the visitors leave deep and beautiful experience and memories, even several years after the tourists often brought abou
35、t, and then to the local play will live in this hotel.This is experiential marketing,Not only can improve the brand awareness and goodwill by providing unique and beautiful experience for consumers, but also improve economic benefits directly, here a writer as marketing director in a private enterpr
36、ise, the use of experiential marketing to promote sales and improve the visibility of the brand case.My main business of own brand of soft bed, sofa and wooden furniture, with soft beds as the main products, but by some real estate prices the impact of low quality of soft products and illegal busine
37、sses use black cotton, the negative influence of inferior filler on behavior caused by industry, the sales of our products to engage in promotions, declining rapidly. That sales increased, but net profit promotion cost, more terrible is, There is not much left., frequent discounts and seriously dama
38、ge the brand image, discounts, sales stagnated, consumers form a discount only to buy the products of our factory is undoubtedly thinking, it is very dangerous for a position the high-end brand products. I went to the factory to coincide with the world sleep day, everyone to sleep and health is very
39、 concerned about the topic, introduced the “environmental quality sleep experience I will take this opportunity to embrace a healthy and happy life“ theme activities, activities for the 6 exhibition in the city by placing three soft bed, one for the products of our factory. The other two for other p
40、roduct manufacturers, remove all trademarks, names above etc I plant guide site on the inferior bed hazards, identification methods, the health quality standards and soft products of our factory features, and then ask the customer according to the identification of common sense just to get to experi
41、ence three soft bed difference, if the evaluation which soft bed for our factory products sent a special pillow, customer in experience personally feel the difference between quality and bad bed bed, and enhance the products of our factorys image and popularity. At the same time, the local evening n
42、ewspaper Jiezhuang column theme is not propaganda products, but mainly about how to identify the pros and cons of the hammock, hammock inferior health hazards etc The theme is to shape a healthy sleep expert image with the consumers health. The air and ground combined, although not to do publicity a
43、nd promotional activities of any product, but the terminal was unusually hot, not only shape the brand image, consumer brand of our factory to reverse the bad impression, more promotional products. At the same time to change the terminal display form, changed to show for the purpose of soft perspect
44、ive comprehensive exhibition desktop display, to create a beautiful, comfortable and warm bedroom environment for the terminal layout features - each bed has its unique temperament and connotation, novel or lively, or quiet, or mature atmosphere, or simple, different types of collocation by its inte
45、rnal and external characteristic of the family environment, to match the color of the walls, floors, lighting, music, or even a small jewelry bed are coordinated with the product, customers have a family, vision and feeling good bedroom. Imagine a bed on a booth and a bed in a cozy bedroom. Which on
46、e would you prefer? The latter is certain, because the latter only sell you a soft bed, is a warm family, comfortable, comfortable seating space packaged together sold to you. The same bed placed in the sample show the warm room layout,Because of its own particularity, the Chinese market determines
47、the relative particularity of marketing activities, and it is difficult to succeed in copying the western marketing model completely. The author summarizes 4 key factors that should be integrated into the experiential marketing activities in china.1, cultureCultural differences in economic activity
48、are an invisible barrier. In China, cultural differences can make a strong foreign enterprises in this land prohibitive with broken halberds defeat, or carefully, to study with an open mind, understand the local culture China. Such as Procter & Gamble, beginning to Chinese also ate a lot of regional
49、 cultural differences from the end of painstaking research, in the China marketing activities of the full integration of the Chinese culture, the defeat of the The climate does not suit one. “was a huge success. Culture can be said to be a nation, the soul of a country, to understand and make full use of it, your business activities have gained a favorable position, and can produce magical power. Foreign enterprises in Chinese market step by step localization, such as “OLAY“ how “rustic“ name, but to the people made so much profit. Sadly, when foreign enterprises were hard to learn
