marketingstrategyadjustmentandmarketinginnovationintheexperienceeconomyera-外文文獻(存儲版)
【正文】 e selfinjury caused by the price war makes enterprises even more painful. In the experience economy period, enterprises can build loyal customers by allowing customers to experience productsg451confirm valueg451automatically get close to products after trust has been built. The emphasis should be put on the interaction not only between the enterprise and the customer, but amongst the clients themselves. Let the facts speak. Let “nice feelings” spread by word of mouth. In terms of promotion strategy, creativity strengthens the experience brand image Nowadays, consumer market has entered into the mature stage. Consumer needs have detached qualitative phase for a long time, but entered into a higher level taste level, not taste the modity, but the concept. Therefore, the key point of modity promotion should not be selling the modity itself, but selling promotion strategy which focuses on concept, namely, creating a brand image emphasizing experience, customers will then e in crowds to strive to purchase, possess, use the modity. In fierce market petition, where there is a dizzying array of products with obvious trend of increasing homogeneity, pure profit seeking is not enough to touch consumers’ hearts, but to satisfy consumers’ selffulfilled highlevel taste pursuit will cause more consumer resonance. Therefore, considering enterprise product features and consumption psychology, it is the inevitable demands of the era to put forward the consumer heart conquer taste concept and create a brand image that emphasizes experience. Putting marketing innovation into practice requires honesty to be the basis Experience marketing must be based on the reliable product efficacy and feature. If lopsided emphasis is put on psychological experience, but the material foundation where experience must be based on is abandoned, consumers will inevitably have the negative experience that they’ve been cheated。 on the other hand, to investigate the self innovation of consumers in consuming process, that is, the new experience pattern and experience content which haven’t e to enterprise’s mind in the past and can also be beneficial to enterprise’s development. To be aimed at negative experience, enterprise needs to adjust the design of experience activities, or through consumer feedback activities, guide consumers’ thought, educate consumers think and act in the positive direction. In light of consumers’ self innovation in experience process, this is an opportunity, enterprise should evaluate. It can be the advanced reflection of the change of consumers’ values and ideologies. To make experience stay fresh in a long term, it’s a must to understand consumers’ psychological change, grasp their thought and guide them. 4 Conclusion The change of economy development time inevitably requires the strategy of enterprise development to be adjusted, which causes the innovation of enterprise market strategy. In the experience economy era, enterprise39。 guided by
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