Constraining factors of experiential marketing

Experiential marketing has developed to a certain extent in our country, or has achieved certain success in certain fields and industries. However, China's economic development is very uneven. It is possible that the agricultural economy, industrial economy, service economy and experience economy coexist in China. Some very outstanding domestic companies can directly switch to experiential marketing, while most companies still need to make up for traditional feature and benefit marketing.

1. Lagging marketing concept

Most enterprises in my country still have many problems in the process of implementing experiential marketing. The most fundamental reason is that the corporate marketing concept lags behind. The changes in Chinese consumers' consumption concepts and the increase in purchasing power have made them no longer satisfied with the material itself, but more inclined to psychological and spiritual needs. Obviously, the traditional marketing concept that focuses on highlighting product features and efficacy has obviously lagged behind. The needs of consumers no longer adapt to the development of China's economy.

2. There are misunderstandings about experiential marketing in China

For most Chinese companies, experiential marketing is just a conceptual term. In specific implementation, most companies still feel at a loss and still use it as a tactical means in traditional marketing. This is mainly reflected in the following: On the one hand, companies use experiential marketing in order to increase product sales or brand awareness in the short term. As a temporary strategic means, it is ignored as a strategy for the future development of the company; on the other hand, most companies are limited to the traditional mental model of the organization and only focus on the implementation of experiential marketing. A certain link in the process, without examining this new thing from the perspective of system dynamics.

3. Customer participation is still relatively low

McDonald’s, which is about to celebrate its 50th anniversary, has always been proud to believe that what it provides consumers is not a product, but a kind of Engagement opportunities and experiences. Although Chinese companies have begun to focus on allowing consumers to participate in the manufacturing and consumption processes of experience, customer participation is still at a relatively low level. There are very few companies that truly allow consumers to participate in the design, manufacturing and sales process of their products.

4. Product quality is unsatisfactory

Product quality is the core of traditional marketing. Under experiential marketing, products mostly exist only as carriers of experience. Although in the advanced stage of experiential marketing, experience even It exists independently from the product. However, some Chinese companies in the initial stage of experiential marketing despise or even ignore product quality, and adopt methods of overthrowing efforts to accelerate development. The results can be imagined.