Qi Wei, Yongqiang Ma, Yaojie Wu, Youcheng Chen

Youcheng Chen

31 Oct. 2022

Anxi Tieguanyin, Agricultural product marketing, Experiential marketing, Countermeasures and suggestions.

Objective/Meaning: This paper aims to explore the development strategy of experiential marketing of Anxi Tieguanyin and provide suggestions for the innovative marketing mode of Anxi Tieguanyin. Methods/procedures: It takes Anxi Tieguanyin as the research object and uses the literature research method and analysis and induction method to analyze the general situation and predicament of Anxi Tieguanyin's marketing, experiential marketing and the theoretical basis of the experiential marketing of agricultural products. It also puts forward the countermeasures and suggestions of Anxi Tieguanyin experiential marketing. Results/Conclusions: The paper analyzes that Anxi Tieguanyin has a single marketing channel, its production and sales experience is disjointed, the market segmentation is insufficient, the emotional experience is lacking, the business model is traditional, and the interactive experience is lacking. And from the three aspects of action, emotion and personalization, Anxi Tieguanyin should focus on developing experiential marketing. The paper puts forward a number of specific suggestions such as improving consumer participation and action experience, deepening emotional connection and emotional experience, enhancing brand value and personalized experience, providing reference for promoting Anxi Tieguanyin's marketing upgrade and further promoting Anxi Tieguanyin's further development.

© 2022, the Authors. Published by ISCCAC

This is an open access article distributed under the CC BY-NC license