Embedded Study on the Experience Marketing from Consumers’ View

Jianjun Ma


The experience marketing breaks the “hypothesis of rational consumers” in traditional marketing, and it emphasizes
consumers’ participation, contact, and “emotional resonance” to fulfill and create consumers’ individualization demand. In the article, the 6Es strategies of the experience marketing from consumers’ view are designed to dig the route selection of the experience marketing strategy.

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DOI: https://doi.org/10.5539/ijbm.v4n12p146

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