基于体验营销的市场营销策略研究

AbstractSince the reform and opening-up,China's social and economicdevelopment,the people's living standard has improved day by day.In theInternet Age,with the acceleration of China's economy from the traditionaleconomy to the new economy,people's consumption concept has been furtherupdated and the service industry has been put forward experiential demandPeople put higher demands on the wedding industry,which brings newopportunities for the development of China's wedding industry.In the contextof the experience economy,China's wedding industry is also developingrapidly in the direction of experiential weddings,meeting the practical needsof contemporary wedding consumers.This study based on the related theory of experiential marketing,systematically and comprehensively introduces the similarities anddifferences between traditional wedding marketing and experiential weddingmarketing concepts,through the questionnaire survey,this paper analyzes thecurrent situation of Foshan wedding experience marketing module,andexcavates its existing shortcomings and deficiencies,for example,Foshanwedding market does not have the characteristics of the theme of CulturalElements,wedding process is too formal friends and guests participation is nothigh,wedding design failed to reflect the experience of the theme and otherissues.Finally,combined with the shortcomings of the experience marketingmodule of Foshan wedding,this paper puts forward some pertinentsuggestions,which mainly include:to stimulate the innovative and creativeenergy of the employees,to construct a marketing experience model;to designa unique wedding experience project;To meet the basic needs of consumers atdifferent levels;to combine the wedding industry with the tourism industry tobuild a sound industrial chain;to expand the scope of business through theInternet to provide customers with quality wedding services;and to enhancethe level of supervision and management of enterprisesThis research can improve the marketing level of wedding enterprises inFoshan,and has great application value for the transformation anddevelopment of wedding market and service iteration.Key words:Experience Marketing Strategy Foshan Wedding Market