1.2 Significance

This article takes Xiaomi Mobile, a domestic brand that represents the frontier of smart phone technology, as the object, and studies the current trend of marketing trends-experiential marketing. This is of great significance for the exploration of marketing models of domestic brands. At present, there are some researches on experiential marketing, but not many, and there are very few links between experiential marketing and smart phones.

From the domestic perspective, Xiaomi mobile is a superior domestic brand. Its experiential marketing research has great significance for other domestic brands. In such an era of Internet shopping, experiential marketing has an irreplaceable role.

From the foreign perspective, the impact of Xiaomi mobile experiential marketing on consumers' purchasing intention is an enrichment and supplement to global experiential marketing, and it has a complementary effect on online shopping. Consumers can therefore get a better consumer experience.

1.3 Literature review

With regard to experiential marketing and consumer purchasing intentions, some domestic and foreign studies are as follows:

Pine & Gilmore (1999) believes that experiential marketing is a kind of consumer-centric, consumer-oriented activities that use products as props and services to create memories for consumers.

Gautier (2003) believes that experiential marketing is not only a simple sensible experience, but also a brand-new marketing method to build a friendship between consumers and enterprises to promote sales.

Gentile et al. (2007) believe that customer experience stems from a series of interactions between customers and products, companies or some organizations.

Ahmed Rageh Ismail (2011), in his thesis “experiential marketing: An ISM Investigation”, takes the experience of British consumers on resort hotels as the research object and studies consumers’ views on experience economy. Research shows that economic models based on products and services are shifting to an experience-based economic model.   He believes that experience is the emotions, feelings of feelings, knowledge obtained, and skills needed to be acquired through positive interaction and participation with the company in the early, middle and late stages of consumption.

Zhang Shulu (2012) is different from traditional marketing in that it designs products and services based on the needs of customers, and emphasizes understanding of consumer status, marketing activities, and consumer interaction.

It can be seen that domestic and foreign scholars are increasingly aware of the importance of consumers in the study of experiential marketing and are increasingly aware of the importance of establishing connections between consumers and products and companies. Therefore, it is particularly important to recognize the influencing factors of consumers' purchasing desires and how to establish such links.

This article focuses on the influence of the experiential marketing of Xiaomi mobile phone on the consumers’ purchasing intention, which is innovative.

1.4 Research framework

This thesis takes Xiaomi mobile phone as the research object and studies the effect of Xiaomi mobile phone's experiential marketing on consumers' purchasing intention. The research includes six parts. As see Figure1-4, the first part is introduction. I propose the research topic and put forward the research background, then make clear the purpose and content of this research. The second part is theoretical basis, which is mainly to sort out and summarize relevant documents, and then define and distinguish relevant concepts in the research model. The third part is Current Status of Xiaomi Mobile experiential marketing, which briefly introduce how Xiaomi is going on at present. The fourth part is to propose hypotheses and design questionnaires. The five part is to analyze the data. The six part is the results and recommendations.