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1、中国式体验营销——有效的平民化营销工具（Chinesestyleexperientialmarketinganeffectivecivilianmarketingtool）Oncepredictedthe"thirdwave"ofthearrivalofthefamousAmericanfuturistAlvin?TofflerpredictedinCCTV'sshowyearsago:theserviceeconomywillgraduallyshifttotheexperienceeconomy,peoplewillcreat
2、emoreandmoreexperienceandrelatedeconomicactivities,businesseswillprovideexperienceonservicestoimprovethecompetitivenessandobtainahighermarketreturns.Now,thisprophecyisbecomingarealitystepbystep,andtheexperienceofconsumptionhasquietlycometous.Inourcountry,whenthemasses
3、meetthebasicneedsoffoodandclothing,andthenturntohigherspiritualneeds,experientialmarketingwillbecomepopular.Becausetheexperiencemarketingisnotonlytheproductsalesandservices,isalsoakindofspirithadthepleasure,wearewillingtospendahighvalueoftheproductorserviceitselfsever
4、altimesafeelingofloveorevenseveraltimesthepricetobuy.Whenitcomestoexperientialmarketing,wehavetomentiontheexperientialmarketingtoplaytotheextremeofStarbucks(Starbucks)theircoffeeisverydelicious,butdelicioustousnothesitatetopayhigherthantheequivalentofacupofcoffee5time
5、soreven10timesthepriceofStarbucks?Infact,theymaynothavecoffeeNestlemoredelicious,andmaynothavetheirownbubblemorepalatable.Whydoyouhavetowaitatsuchahighpriceforacupofcoffeethatisnotverydelicious?Becausepeopledon'tgotoStarbuckstobuycoffee,buttobuyamood,apleasantexperien
6、ce,thispleasantexperiencedonotsay10dollars,is20dollars,50dollars,or100dollars,wemightbewillingtopay,becauseagoodmoodisnotmeasuredbymoney.Especiallyinthehighlydevelopedeconomyregion.InChina,experientialmarketingisnotverycommon.Mostoftheenterprisesuseit,andtheyaremainly
7、brandoriented.Manysmallandmediumenterprisesdonotwanttouseexperientialmarketing,buttherearesomemisunderstandingsaboutexperientialmarketing,whichleadstothefailureorwithdrawaloftheoperation.Misunderstandingmainlyinthefollowing5aspects.1,thinkexperientialmarketingistodogo
8、odserviceorservice,thatisexperientialmarketing.Infact,thisisnotthecase.Successfulexperientialmarketingistoprovideconsumerswi
