Development background of experiential marketing

With the change of consumption pattern, the process of economic evolution has changed from the past agricultural economy, industrial economy and service economy to the arrival of the "experience economy" era. According to LLP Consulting Company of Strategic Horizon, Ohio, USA. Co-founders B. Joseph Pine II and James H. Gilmore pointed out in the bimonthly issue of Harvard Business Review (No.65438+July-August, 0998) that "welcome to the experience economy": the era of Experience)e-Economy has arrived, which distinguishes four stages of economic value evolution: goods, services and experiences. The so-called experience economy means that enterprises take service as the center and goods as the material to create unforgettable feelings for consumers. The traditional economy mainly focuses on the powerful function, beautiful appearance, price advantage, experience and thinking recognition of products, so as to seize the attention of consumers, change consumption behavior and find new survival value and space for products. Economic development is closely related to the change of social form. With the rapid development of science and technology and information industry, people's needs and desires and consumers' consumption patterns have been affected accordingly.

The evolution of economic development has moved from the past agricultural economy, industrial economy and service economy to the present experience economy, and each stage of economic development presents different patterns in production behavior and consumption behavior:

Agricultural economy: the production behavior is mainly based on raw material production; Consumer behavior is based on the principle of self-sufficiency

Industrial economy: commodity manufacturing is the main production behavior; Consumer behavior emphasizes function and efficiency.

Service economy: emphasizing the division of labor and product function in production behavior; Consumer behavior is service-oriented.

Experience economy: in production behavior, improving service is the first thing, and commodities are the props; Consumer behavior pursues emotional and situational demands, creates activities worthy of consumers' memory, and pays attention to the interaction with commodities.

The following examples discuss the evolution of the above four stages of economic development from the aspects of food, clothing, housing, transportation, education and entertainment:

The stage of economic development affects production and consumption behavior.

As can be seen from the above table, with the arrival of the experience economy, the production and consumption behaviors have changed as follows:

(a) Develop new products and activities based on experience.

(2) Emphasize communication with consumers and touch their inner feelings and emotions.

(3) Attracting consumers by creating experiences and increasing the added value of products.

(four) establish a brand, trademark, slogan and overall image building. To gain the sense of identity of consumers.

Mr. Luo Jia, a famous professor of information sociology in Taiwan Province Province, also pointed out the trend of symbolization of consumption in his book Network Relationship Marketing. Consumption is not just about buying useful things, but becoming the "language" that consumers tell themselves. The cost of a garment fabric is very low, but because of its novel design, creative advertising and dynamic promotion, it is like labeling it as "Bart" with youth, liveliness, elegance, openness and generosity, and looking for a "social" orientation such as youth, erudition, internationalization and anti-tradition for these values. "In an over-rich society, when food and clothing is no longer a problem, any commodity is symbolized. What people want to buy is not only the commodity itself, but the symbolic meaning attached to it." With "experience" becoming an economic commodity that can be sold, the whirlwind of "experiential consumption" or "symbolic consumption" began to sweep the global industry. After "service economy", "experience economy" became popular.