kind

Do the terminal market: (open a specialty store, build a service center, or distribute goods, and the manufacturer directly manages the sales market)

Features: The market operation is risky, with high cost, high profit and short capital turnover cycle.

Looking for an agent to cooperate in business: the risk of attracting investment to join the market is small, the input cost is low, the profit space is limited, and the capital cycle is long.

trait

1, focusing on customer experience

Compared with traditional marketing, experiential marketing pays attention to customer experience. Experience is the result of encountering, encountering or experiencing a certain situation. These scenes often inspire a feeling, touch the heart and inspire people. Experience also links companies and brands with consumers' lifestyles, and puts consumers' consumption behavior and buying scenes in a broader social environment. In a word, experience provides sensory, emotional, cognitive, behavioral and related values instead of functional values. The second chapter of this book will introduce each different type of experience in detail.

2. Examine the consumption scene

Compared with focusing on narrowly defined product categories and competition, experience marketing practitioners do not consider shampoo, shaving cream, hair dryer and perfume. Instead, they consider "the atmosphere of the bathroom", and they will ask themselves what products are suitable for this consumption scene and how to use them. Product packaging and advertising before consumption can enhance the consumption experience. Middle-aged and elderly people often have to experience the comfort of medical devices first, which also illustrates this point.

Experienced marketers can create synergies. Weizhen Group uses its own musical experience to make the transatlantic flight of Weizhen more interesting: it distributes Weizhen Coke to the audience free of charge in the cinema. As Richard Bright said, "We have integrated the Victorian experience into many industries, such as retail, entertainment, food, music and tourism."