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The Research of Experiential Marketing Strategy for Technological Enterprises

Author: TanZhenZhen
Tutor: YuMingYang
School: Shanghai Jiaotong University
Course: Business Administration
Keywords: Experiential Marketing Technological Enterprises Strategical Experience Mode Experiential Wheel Experiential Grid
CLC: F274
Type: Master's thesis
Year: 2008
Downloads: 67
Quote: 0
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Abstract


Going through Agricultural Economy, Industrial Economy and Service Economy, the market environment we rely on enters the era of Experiential Economy. In this brand-new era, a great deal of former survival rules all need to be renewed to suit the new situation. The technological enterprises on which this thesis focuses are a group of enterprises that takes the technologies as the core competitiveness of their own, who subject to many restrictions under the traditional marketing modes. For example, their technologies are only presented to and understood by the technical persons of the manufacturers of the final products applying their technologies, but not the ultimate consumers, one of the consequences of which is the market feedback lag.However, Experiential Marketing subverted the assumption that the consumers are completely rational in the traditional marketing. The consumers who don’t understand the professional specifications are able to have multiform experiences in their memories, which brings brand awareness, purchase desire, and even brand loyalty. Therefore, Experiential Marketing offers the technological enterprises the possibility to influence consumers directly, in which it gestates huge business opportunities. However, the consumer market is a new area to technological enterprises. So, how to make an impressive experiential marketing activity successfully become a subject to all the technological enterprises trying to launch experiential marketing. The innovation of this thesis consists in that it combines the theory of experiential marketing and the realities of technological enterprises to propose a practical cyclic application model in 12 steps, 4 phases. Some steps of the model are proper to the technological enterprises, such as choosing the carriers. Also, the thesis stresses the key issues and distinguishing characteristic for the technological enterprises in every step.The thesis includes four chapters. Chapter One introduces the background of the era of experiential economy, the definition and types of experience, and the concept of experiential marketing. Also, it focuses on analyzing the differences between experiential marketing and traditional marketing.Chapter Two defines the technological enterprises, analyzing the existing problems of implementing traditional marketing strategies, and then extends to the analysis of the necessity of the application of experiential marketing.Chapter Three firstly introduces the related theoretical foundation simply, like the Expectation Theory, etc.. Secondly, it expatiates each part of the SEMs. Finally, it proposes the application model of experiential marketing for technological enterprises.Chapter Four verifies the operability of the application model through the case-study of Dolby Laboratories Inc.

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
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