Milk Marketing Experience Tour - the first case of Xinjiang Dairy Experiential Marketing Case Study.doc

 PAGE \* MERGEFORMAT 19 Milk Marketing Experience Tour - the first case of Xinjiang Dairy Experiential Marketing Case Study Dairy Marketing from the initial promotion of the free tasting promotion, to Mengniu’s ‘please go to our grasslands to’ and ‘appreciate nature walks, visits to model factories, traveled the international pasture’ marketing course, we have seen dairy industry Although marketing ‘to buy gift’ in low-priced competition will still be there a long time, but the dairy industry’s marketing tools are also able to gradually increase the competition to cater to the marketing theory development and conceptual change in corporate marketing, experiential marketing dairy Marketing and gradually into our field of vision. The so-called experiential marketing is the business standing of consumer sensory, emotional, thinking, action, associated with these five areas, from the perspective of consumers to re-design, the definition of corporate marketing way of thinking. It breaks through the traditional concept of the consumer is rational consumption of consumer groups, the hypothesis that, when consumer spending is both rational and emotional, and consumers in the consumer prior to consumption, post-consumer experience, is the study of consumption Behavior and enterprise product marketing the key to the use of corporate marketing activities for consumers to buy before the purchase provide incentives to promote consumer buying behavior, consumer buying behavior after the meeting and follow-up continued, its implementation is based on consumption of those who respond to such stimulation as well as corporate marketing activities to promote direct observation and participation. Traditional marketing and experiential marketing, the difference between: Attention to traditional marketing Experiential Marketing product features and benefits (FAB) consumers are concerned about consumer experience, rational consumption, the consumption process as problem-solving p