Experience Marketing Strategy Affects Chinese Consumer Buying Behavior

Abstract

With the continuous progress of the Chinese social market economy, the marketing model strategies of all industries are continuously innovated. In the furniture market, there has been an effective model approach by “experiential marketing”, which has led to rapid reform and completion for the furniture industry. Experiential marketing used goods and services activities to create a spiritual level of enjoyment for consumers and bring them unique purchase experiences. In this study, the objective is to learn about IKEA’s experiential marketing model in the Chinese market and analyze Chinese consumer buying behavior factors. The research question is about how the experience strategy affects Chinese consumer buying power. This study is divided into theoretical and empirical research. In the first section, the research gives the literature theory about the experience marketing strategy and the consumer buying process. In the second section, to the actual situation of experience-based marketing implemented by IKEA in China is presented, especially from the perspective of Chinese consumers to learn how IKEA used experiential marketing model for Chinese customers. In the methodology part, it uses a quantitative method for online survey questionnaires through social media for 206 Chinese people in different areas. The research analyzes the primary and secondary data to conclude that the sensory, emotion, action, think, and relate experience has an effect on Chinese consumer behavior. At last, the conclusion provides some suggestions for domestic furniture industry development based on the experience marketing model.