Home appliance chain of Experiential Marketing.docVIP

 PAGE \* MERGEFORMAT 9 Home appliance chain of Experiential Marketing The price of instant coffee per pouch (cup) 1 yuan, to enjoy the coffee shop of the service would have to pay 5 to 20 yuan a cup. In the Starbucks coffee shop, the price is tens of dollars a cup. Who have never spent a few dozen yuan to buy a cup of coffee to customers, the price may be a problem, but as they try to Starbucks brand, and their feelings will change. Because Starbucks to provide customers with a feeling ‘Starbucks experience’ - this is the experience of the value of customer needs to purchase. In order to increase the customer experience, value and maximum satisfaction, Starbucks to provide promotional information about coffee, modulation methods, a variety of popular drinking law, such as by adding milk or cream cappuccino cook with steam heating, introduced the history of Starbucks and the types of coffee beans grown throughout the world. Through this mode of service, Starbucks has successfully achieved in the global market development strategic objectives, with the strengths, Starbucks plans in Asia in 2003 from the original point of sale 150 extended to 500, this is the experience of marketing to bring results. With the increasingly fierce market competition, customer satisfaction as a new trump card business battles. Today’s market competition, product differentiation is gradually reduced, price wars have become the public face to face businesses pick up the weapon, the result is lose-lose. Experiential Marketing provides businesses with a new marketing model that the customer experience (feeling) as the core that customers are buying more than just products and services, but also a psychological experience of the process. Increase in the value of customer shopping experience so that they get an unprecedented emotional experience, customer satisfaction, once obtained, they tend to be satisfied for such a high price to pay. In recent years, the rapid development of home