Content area
Full Text
KEYWORDS
Experience economy,
Marketing strategy,
Marketing innovation
ABSTRACT
The economic offerings transfer from goods, commodity, service to experience. The evolution of economy type also experienced agricultural economy, industrial economy, service economy and experience economy. In the service economy era, many enterprises merely packaged their experience with traditional products together to promote the sale. In the experience economy period, to bring the best experience, it's essential for future enterprises to attentively design and let the consumers willingly pay for experience.
© ST. PLUM-BLOSSOM PRESS PTY LTD
1 Introduction
Along with the development of science, technology, and the information industry, people's needs and desires, together with consumer spending patterns are correspondingly affected. This leads economic and social development into the experience economy period. Every modification of economic offerings will lead to a radical change of economic patterns, thus causing the society to evolve from one economic period to the next. The change of economic offerings and the economy era will inevitably affect the "exchange relationship of mutual meet", which is concerned by marketing. This is the result of the law of human society development, determined by the level of the productive forces. Once the exchange relationship changes, marketing patterns must change correspondingly with the change of time.
2 The Direction Selection of Enterprise Marketing Strategy Adjustment
In the experience economy period, the enterprise should not only carry out marketing activities from the angle of customers' rational thinking, but also attach more importance to communication with customers, discover the longings in their inner hearts, inspect our own products and services from the standpoint of customer experience. Experience marketing has been the most powerful secret weapon in marketing battles; thus, it's paramount to adjust traditional marketing strategies and include experience marketing.
2.1 Establish marketing ideas of meeting demands and increase customer experience
According to Maslow's Need-hierarchy theory, with the development of the economy and consumers' increasingly enhanced purchasing power, once the physiological needs are met, personal needs will rise to psychological needs. Therefore, the enterprise should try to get close to customers, feel customers' psychological needs and feelings, and carry out "relationship marketing" to meet customers' psychological needs. In retail business, some smart businessmen are trying to change consumer shopping into an interesting activity. In the tourism industry,...