Author(s)

Li Wang

Corresponding Author

Li Wang

ABSTRACT

the experience economy is a brand-new economic form. Compared with the pursuit of self-value realization of enterprises in the era of product economy, it completely changes the perspective of economic operations, that is, from the stage where the enterprise determines product design and marketing operations to the customer's own initiative. Decide on requirements and enable customers to monitor the stages of their production process from time to time. Compared with the system and complete service provided by enterprises in the era of service economy, it also completely changed the service model, that is, from the stage where the enterprise formulates service procedures and provides services, to the stage where customers decide the service procedures themselves and select the key services. Relying on the network economy, the experience economy has shaped a brand new operating model, which has improved customer value. Under the influence of the experience economy thought, more companies have carried out experiential marketing work, especially some multinational companies have launched the operation module of the experience economy in the market. These marketing methods undoubtedly bring value and enjoyment to consumers, but under what circumstances are consumers willing to accept the experience provided by the company, what kind of experience they want to get, what conclusions and reflections will form after the experience, and based on these contents, companies should how to define marketing operation ideas, etc., all these need to be further studied. Especially in the current economic era dominated by consumers, how to define the interdependent conditions of experiential purchase and consumption will be a problem that must be solved before enterprises begin experiential marketing.

KEYWORDS

Consumer Behavior, Experience Economy, Learning Method