The customers now are seeking the " higher value", .
The changes of the consumers decide the marketing way of the companies. As the consumers now seek more value, so it is necessary for the company to create the new value to their customers; to offer them more chances of participation and involvement; to engage them in a personal, memorable way; to stage the experience for their customers. "Just as people have cut back on goods to spend more money on service, now they also scrutinize the time and money they spend on services to make way for more memorable-and more highly valued - experience." .
For instance, a couple of years ago, we buy the IBM because of its advanced technology and good quality, also it is because that the IBM can offer the computer repair service all over China. The customers will never worry about the problems of their computers; the only thing is "to dial the fixing number". But now with the increasing competitive intensity, more and more brand computer companies enter into China, such as Dell, Toshiba, and Sony, also some local brand companies have already occupied a part of the market share. All of them can guarantee the quality and can offer the service system. Who can capture more consumers? Our local brand named "Qing hua Tong Fang" showed us a successful sample of using the experience marketing. They held the free computer training class to the consumers, Furthermore, they also used the " try firstly, pay later" tactic, which let the customers "experience" the computer before they buy it. Many students participated in their training class, after they used the computer for free days, they became the loyal customers of the " Qing Hua Tong Fang ". The "Qing Hua Tong Fang not only sold the computer, not only sold the goods, also they sold the education, they sold the memorable experience to their customers.
From "tangible benefit" to the "inner needs".
With the changes of the outside world, people's concept of the consumption has become different than the previous days, especially in the postmodern society, people's lifestyle trend to be multifarious, they have more free choices than the past.