Moon Cake: The Elements Of Experiential Marketing And Composition

Experience marketing mode of moon cake

What brings value to customers? What really satisfies customers? What makes customers happy? This series of problems have become the "Goldbach conjecture" pursued by enterprises. This pursuit and exploration have promoted the pformation of marketing methods.

Experiential marketing, a new marketing method, is helping more enterprises to succeed. For this reason, Schmidt predicts that experience marketing will soon replace traditional marketing methods that only focus on the functional characteristics and functions of products.

Experience marketing 4P combination.

The combination of marketing 4P constitutes the framework of enterprise marketing activities. In experiential marketing, 4P combination refers to the marketing strategy consisting of four experiences, namely, product (Product), price (Price), channel (Place) and promotion (Promotion).

Experience marketing 6E combination.

The purpose of experiential marketing is to rely on customer participation to produce and pfer experience, so the experience marketing mix should be built around the production and consumption of experience.

The customer experience marketing mix can be divided into six main elements: Experience, Environment, Event, Engaging, Effect and Expand, which is the 6E combination strategy of experiential marketing.

4P+6E combination strategy.

In experiential marketing, experience fully shows the initiative of customers, experience is the output of customers, but it does not exist from enterprises.

Customer experience is generated by customers and attached to enterprises.

The particularity of experience determines the particularity of experiential marketing.

Based on experience 4P combination analysis and experience marketing 6E combination strategy, we constructed an experiential marketing integration model (see Figure 1).

At the same time, in the specific implementation process of mooncake enterprises, we put forward the operable 4P strategy based on traditional marketing strategy and 6E's experience marketing strategy.

This model takes the Customer (value) as the center of the earth, experiences 4P as the core of the value earth, and experiences 6E as the periphery of the value earth.

Thus forming an integrated marketing strategy of experiencing integrated marketing "4P+6E".

Experiential marketing and 4P elements of moon cakes

The short selling time and high risk characteristics of the moon cake products fully reflect the fierce and dynamic characteristics of the modern market. Therefore, the moon cake enterprises should strive to cultivate their keen sense of the market, market oriented, pay close attention to and understand the needs of consumers, constantly meet the changing needs of consumers in product strategy, and pay attention to communication with consumers in advertising and communication strategies.

In today's highly competitive market environment, a single marketing element can not produce differentiated competitive advantage. Only with the synergy of various marketing elements can we create a brand loyalty of higher interest relationship and make organizational profits continue to grow.