Embedded Study on the Experience Marketing from Consumers’ View 消费者视角下体验营销的嵌入式研究.pdf

Vol. 4, No. 12 International Journal of Business and Management Embedded Study on the Experience Marketing from Consumers’ View Jianjun Ma Management School, Xuzhou Normal University Xuzhou 221009, China Tel: 86-516-8399-8571 E-mail: mjj6868@126.com Abstract The experience marketing breaks the “hypothesis of rational consumers” in traditional marketing, and it emphasizes consumers’ participation, contact, and “emotional resonance” to fulfill and create consumers’ individualization demand. In the article, the 6Es strategies of the experience marketing from consumers’ view are designed to dig the route selection of the experience marketing strategy. Keywords: Experience marketing, Analysis, Design, Route selection 1. Definition of Relative Concepts about the Experience Marketing 1.1 Experience The experience is the individual psychological feeling of one person, and it is the nice feeling in one’s consciousness when his emotion, physical force, intelligence even spirit achieve certain specialized level, and it is one person’s special and instant and deep affection with high strength which can not be described in the social life over general experiences and cognitions. Therefore, the experience will not only come down to human sense, emotion, sensibility and other sensitive factors, but also come down to human knowledge, intelligence, thinking and other rational factors, and also include some activities of the body. So the experience is the nice and profound feeling generated in consumers when they participate in designing, driving, emerging and feeling the whole consumption process in the co