What can I do when logged in?

You can submit new articles, so we can make unique versions of them and distribute them for you.
If you want to simply publish the same article on 800 websites, you can tell us to do that.
You can see the archive and current status of all your article distributions.
You can order any number of high-quality articles - just let us know your keywords.
You can browse the archive of all the articles we have written for you.
You can order our Complete Service (10 high-quality articles plus 10 article distributions).
You can purchase more credits for our services and check your affiliate earnings.
Much more ...

SpinDistribute.com Article Directory

The following article was published in our article directory on August 4, 2010.
Learn more about SpinDistribute Article Distribution System.

Experience Marketing Strategy Analysis

Article Category: Marketing

Author Name: xia zihui

With the issuance of 3G licenses, mobile services to enhance network performance while because there may be very rich. Internet content to mobile communications, mobile communication penetration makes the already personalized with more distinctive features. But if the 2G era, experience marketing is a way to strengthen customer loyalty; 3G era, experiential marketing will become operators sell "minority business" the only way. Times on the 3G operators can take the experience of marketing strategy, the reporter interviewed the Chinese Society of brand marketing director of China Telecom Guangzhou Research Institute of Market Operation Deputy Minister Huang Yufang.

What do you think the current experience of domestic carriers to carry out marketing situation? 3G and how to understand the relationship between experiential marketing?

Huang Yufang: the domestic telecommunications industry in recent years, products and services becoming more homogeneous, price competition seems to be the only weight; market packages varied, some areas of the telecommunications companies launched in a few years even as many as several thousand packages species, but the customers did not buy it; more serious loss of customers, satisfaction, loyalty, getting lower and lower. Root of the problem is ignored the customer, ignoring the customer experience, not taking into account the client in meeting their needs for basic functions there are a lot of spirit needs to be met.

With the issuance of 3G licenses, the three operators to become full-service provider, offering products and services to the homogenization of problem is further exacerbated; future 3G offerings have become increasingly personalized, interactive and also more, it will help create the customer experience, the integration of fixed and mobile trends, but also makes the experience of the Internet application services will be more profound. Therefore, we can say, the telecommunications industry experience economy has arrived. Who can seize this opportunity to adapt to the needs of the customer experience, who can be the first to gain a competitive advantage, win customers.

Fortunately, we have also seen some of the domestic carriers have begun to use the experiential marketing approach, and tasted the sweetness. More successful cases, there are two main aspects. First, gather experience through branding. Such as the "Global Link" from brand development to customer brand, pay more attention to individual customer needs and reflect the "positive control, quality" content and unique brand experience. "My e-home" customers through a unified brand package design, media, online sales channels such as the Office of Customer Brand zone, reflecting a happy, relaxed, fashion, family's brand philosophy.

Second, to reach through the sales promotion experience. Such as using coupons, discounts, complimentary samples, prize contests, etc. to enhance the consumer experience of interest. From the practice of domestic operators, the most common way is free of the experience, such as ring tones, GPRS, cell phone reported that broadband and so on. Also some innovative social marketing approach combines the method, so that the general consumer experience more fun and a sense of achievement, effectiveness and efficiency are greatly enhanced. Foshan branch of China Telecom, for example, "broadband city map marked Competition", China Mobile Guangdong's "red piece is" activities have achieved good results.

In general, experience marketing what areas should be included?

Huang Yufang: experience, including both psychological and behavioral implications. From a psychological point of view, experience is a psychological activity, it refers to the main physical activity and feelings arising from direct experience and awareness; from a behavioral perspective, experience is a practical activity. Experience the existence of multiple forms of content and experience the richness of experience marketing for Enterprises provides a number of possible ways. Of the implementation of experiential marketing? I think the company can at least consider the following five aspects.

First, additional experience in the products, product quality not only be functional, but also have to meet the user visual, tactile and aesthetic needs such as perceived quality.

Second, experience with service delivery, service production and consumption as the indivisible nature of service is the natural platform for the delivery experience. In the service process, the company completed in addition to basic services, fully conscious of their value to the customer delivery experience.

It is reached through the sales promotion experience, because the product or service innovation, so that consumers sometimes can not Queding the effect has been achieved or Li Yi, companies usually through the sale of the promotion of ways, such as free Qi or way contest with prizes contributed Ke Hu experience, and experience the end, if customers wish, you can deal up.

Fourth, dissemination of advertising experience, if the expression of experience with products and services, limited audience and advertising can be a wide range of consumer preferences to spread the experience, to attract target customers to achieve sales objectives. Ad packaging and business positioning to adapt and can lead to customer desire for consumption.

Five is to gather experience the brand, the brand on the surface is the product or service marks, representing some of the features and quality, at a deeper level is for people seeking psychological and spiritual expression. Who appears in experience marketing, brand is "a product or service customer's overall experience." Create a brand experience stress, customers will flock to scramble to buy, use this product.

In recent years, the global marketing of some new changes have taken place. Main problems: consumers more information than ever before, through networks and social activities, they can find on almost all products, services and company information. Consumers have come to buy and trust well-known stores own brand. Commodity prices are lower than those big brand advertising when their competitiveness is very strong. Competitors can quickly copy any new products and services, thereby reducing the return on investment. Internet and social networking to create a fundamentally new media and information sources, while creating a sales method known up to the customer. These changes are for the telecommunications industry experience to create marketing opportunities.

3G operators to carry out overseas marketing process, in the experience of what good marketing practice and experience?

Huang Yufang: First, brand experience marketing, for example, mobile communications in Hong Kong's CSL 1010 and One2Free brands, as well as Japan's KDDI's au brand, very good emphasis on brand experience, customer base of brand products guide segments, channels , advertising, services, gifts and many other aspects.

Secondly, the development of new end products, experience, depth through a number of operators involved in the design and experience, a number of personalized mobile terminals sought after by consumers, such as Hutchison Whampoa's "3" in the company's mobile and social networks mobile phone attract a high volume of user groups to use.

Third, to expand coverage through retail stores, increase customer touch point experience. Such as Softbank in 2005 only 5.4% market share in 3G, in a variety of media offensive, the two years increased by 40% in the number of outlets. Softbank is also the market share in 2007, nearly 15%, the formation of the three pillars of the situation has achieved a lot.

Fourth, the customer service experience just does not know the 3G. Some overseas operators do not spend energy and cost implications of new technologies to educate consumers, but good design and 3G-related handset bundled packages, to announce that consumers can get benefits and services, consumers very happy to accept it.

Fifth, through word of mouth monitoring network to measure marketing effectiveness. 3G era, more and more like consumers, are more convenient for them to experience the products and services to share experiences on the Internet, therefore, brand experience and the perception by consumers more and more dialogue between the ( through the Forum , blog, etc.) are affected, which is operator can also be used to understand the word of mouth channel. The results of data analysis through experience, operators can get good advice that many consumers, thus improving the product or service.

3G operators focusing on the conduct of domestic marketing experience, what suggestions you have?

Huang Yufang: For domestic operators, the most in need of attention include:

First, focus on 3G product design and development process, from customer experience point of view, to consider the end-operate, user interface, business process consulting, application process, use process, etc.; Second, in advertising, distribution, sales promotion when , from the customer's perspective, interpretation of the benefits of 3G and 3G point, through practice and experience to experience 3G services, and through interaction with incentives to encourage customers to participate in the activities; Finally, in the service system, we should improve service interface and process, and according to different characteristics of different customer preferences and design experience, positioning, and consumer behavior with clients combined experience to develop the appropriate marketing mix.

To make these three areas, the demand on the depth of customer experience is essential. That target the inner desire to explore, through their preferences, consumer behavior and affect their social and cultural analysis to explore the psychological expectations of target customers, from their feelings, emotions, thinking, actions and associated find customers not to meet the spiritual needs.

3G's arrival has given the telecommunications industry, found the opportunity through the experience of differentiation, but at the same time experience will find difficult to manage much higher do you think of this?

Huang Yufang: domestic telecommunications enterprises usually have to recognize that experience marketing is a new way of thinking and marketing, and brand promotion services, and application phase of concern than more, there are many successful cases. However, two other view that experiential marketing is a kind of management thinking and thinking and business model is relatively less.

Consumers now no longer prepared to meet to hear a good customer service, answering machine, they need to meet the personal experience of the individual answers and services. To do this, companies must have a new understanding of experience marketing high. If the traditional marketing the service as scientific and regulatory process, then more emphasis on customer satisfaction, marketing experience and psychological feelings, experience marketing is more service-oriented results, that is, the customer service process to bring pleasure. This requires that enterprises should self-centered to customer-centered radical change.

Therefore, the experience is not only a strategic level marketing areas, companies should look at a strategic level of marketing experience.

Experience marketing consumer trying to open all of the senses, and indirectly even rational organ, Er Shi marketing sense and reason of those organs closer to the pulse of the consumer characteristics, to gain a consumer marketing experience, who acts for the identification of a more integrated management system, marketing system, to guide marketing. At the same time, experience marketing is a business model to enhance the profitability of its business strategy involves two levels of management and operational management, concerned about the ecological industry chain and industry creation. Although the hierarchical and personalized customer service more difficult, but also opportunities, which is a telecommunications company in the future to work towards.

Keywords: fortune hi tech marketing,jacks or better strategy,door hanger marketing,

Learn more about SpinDistribute Article Distribution System. We also offer a Pro Article Writing Service to everyone who needs premium quality well-researched articles.

SpinDistribute.com Network

Each article you submit at SpinDistribute.com is sent through our innovative Article Distribution System to our network of more than 1840 publishers - about 55% of them are high-quality article directories, 30% of them are niche blogs and 15% of them are other content-rich websites.

To achieve the best possible success we only publish your article to most related websites. This means your article will show up on approximately 640 - 880 most related websites which will give you great SEO results.

We also offer a separate Professional Article Writing Service to everyone who's looking for high quality web content and well researched unique articles.