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Case Study on Experience Marketing Based on Customer Satisfaction

Author: DongXiaoZhen
Tutor: LiPinZuo
School: Dongbei University of Finance
Course: Business management
Keywords: Chengyuan Villa Customer Satisfaction Experience Marketing
CLC: F274
Type: Master's thesis
Year: 2011
Downloads: 355
Quote: 0
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Abstract


With the emergence of "Personalized consumer demand", experience marketing come to the stage of enterprise development progressively. So the enterprise creates the individual needs of the market in order to maintain the competitiveness pointing to this new feature of consumer’s demand. Following the product marketing and service marketing, the experience marketing became a brand-new marketing way which focus customer’s requirement. Based the platform of product and service, experience marketing provided high-quality experience for consumer under the aid of tangible products, it is evolving to meet the consumer’s demand constantly. By meeting the individual needs, experience marketing have created a new experience value via unique experience, and have attracted more and more consumers. Experience has became an important factor to achieve consumer satisfaction.The experience marketing have been applied in transportation, technology, industry, entertainment and consulting, since the emergence. Especially in services, experience marketing is increasingly subject to enterprises and consumers. With the rapid development of current economy and the rising of living standards, for hot spring enterprise which emphasis on "customer orientation", the difference of experiential marketing becomes an effective means of adaptation to hot spring development and formation the consumer satisfaction. So this article uses case study to explore the experience marketing based on consumer satisfaction, and to explore the relationship between experience marketing and consumer satisfaction, in order to establish the rational framework for analysis.Overall analysis of the paper is mainly around experience marketing based on consumer satisfaction. First of all, a brief overview of the significance and overall framework. Secondly, on the basis of literatures, the paper summarizes the point of views related with the main points of experience marketing and consumer satisfaction. Thirdly, it is followed a description of the study design, which is the preparation of written. Fourthly, analyzing the development process of ChenYuan’s experience marketing, it is the foundation of the case study. Next, it is an analyzing the strategy of experience marketing and the experience marketing based on consumer satisfaction from consumer experience perception, consumer perceptual and perceptual value of experience marketing, then forms a complete study framework. Finally, it is the conclusion of the paper, which analysis the final conclusions and inspiration.

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