The Relationship Between Experience Marketing and Smart Phone Brand Customer Loyalty
Xu, Quanfu (2020)
Xu, Quanfu
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020111923365
https://urn.fi/URN:NBN:fi:amk-2020111923365
Tiivistelmä
Nowadays, consumers pay more attention to not only the quality of the mobile phone when buying a mobile phone, but they are also more concerned about how they feel when using the product. The popularity of the iPhone and the popularity of AppStore have revealed new consumer demand for smartphone products-experience demand has emerged and is attracting more and more smartphone manufacturers to incorporate this disruptive experience factor in their marketing process. At the same time, more and more emerging smartphone brands are beginning to show their presence in the international market and gain a certain market share. The competition in the international smartphone market is showing a fierce trend. As a new strategy to subvert traditional marketing methods, experiential marketing has begun to be accepted by most smartphone brands and applied to actual sales. Experiential marketing has become one of the key means for a smartphone brand to improve its customer loyalty to win the market competition.
This article uses smartphones as the research object. Starting from the actual purchase and use experience of consumers, it summarizes the existing research results of domestic and foreign scholars by consulting a large number of documents and combines the status quo of the experience marketing of various well-known smartphone brands to detail the experience marketing of smartphones.
Based on the data collected in the questionnaire, the article uses qualitative research methods combined with the current status of experience marketing of well-known smartphone brands, which proves that experiential marketing has a positive effect on improving the customer loyalty of smartphone brands. In the research, the article also analyzes and summarizes the existing successful experience marketing cases, and puts forward meaningful suggestions for the future experience marketing strategy for the smartphone brand to improve customer loyalty.
This article uses smartphones as the research object. Starting from the actual purchase and use experience of consumers, it summarizes the existing research results of domestic and foreign scholars by consulting a large number of documents and combines the status quo of the experience marketing of various well-known smartphone brands to detail the experience marketing of smartphones.
Based on the data collected in the questionnaire, the article uses qualitative research methods combined with the current status of experience marketing of well-known smartphone brands, which proves that experiential marketing has a positive effect on improving the customer loyalty of smartphone brands. In the research, the article also analyzes and summarizes the existing successful experience marketing cases, and puts forward meaningful suggestions for the future experience marketing strategy for the smartphone brand to improve customer loyalty.