2.1 About experiential marketing 5

2.2 About consumers' purchasing intention 7

Chapter Three  The Current Status of Xiaomi Mobile Experiential Marketing 10

3.1 Product and stores 10

3.2 The experiential marketing of Xiaomi 11

Chapter Four  Research Design 13

4.1 Theory model and research hypothesis 13

4.2 Questionnaire 14

Chapter Five  Results 15

5.1 Sample analysis 15

5.2 The positive effect of sense on consumers’ purchasing intention 15

5.3 The positive effect of feel on consumers’ purchasing intention 16

5.4 The positive effect of intelligence on consumers’ purchasing intention 17

5.5 The positive effect of relation on consumers’ purchasing intention 18

5.6 The importance of the four factors 19

Chapter Six  Conclusion 21

6.1 Research conclusions 21

6.2 Suggestions based on research findings 22

References 24

Appendix 26

The Influence of Experiencing Marketing 

on Consumers’ Purchasing Intention-Take

Xiaomi as An Example

Chapter One  Introduction

1.1 Backgrounds

With the advent of the Internet era, online shopping has become a popular way of shopping, and it has become increasingly popular. Taobao, Jingdong, Vipshop and other e-shopping platforms have high popularity, ranging from daily necessities, fuel and salt, to household goods, car housing, and so on, all of which have become consumers online shopping. Consumers are pursuing a time-saving, labor-saving, and home-free shopping experience, which makes it increasingly difficult for traditional physical retail stores to maintain their brilliance. Physical retail outlets are often crowded with people, but few people stop and watch, and some consumers choose to shop in physical stores and then buy online. Among them, some brands of retail physical stores are often crowded with customers and their sales are gratifying, Xiaomi mobile phone retail store is one of them.

Through on-the-spot observation, it was found that the physical store of Xiaomi mobile phone used experiential marketing and achieved good results. In the Xiaomi mobile phone's physical store, a variety of novel, practical Xiaomi series products are displayed to attract various types of consumers, and consumers can try these products for free, thereby obtaining an intuitive and profound experience.

Therefore, by researching one of the domestic mobile phone brands, Xiaomi mobile phone, it analyzes the relationship between experiential marketing and the factors influencing consumers' desire to purchase. It has a certain complementary effect on the development of consumer behavior theory and is conductive to physical retail stores standing on the Internet. In the wave, identify their own positioning and give full play to the advantages of physical retail stores. On the one hand, for merchants, they can explore the combination of online shopping and physical retail store models that suit their brands, develop their businesses, and increase their business performance. On the other hand, for consumers, they can make up for the shortcomings of online shopping and gain a better shopping experience. 体验营销对消费者购买意愿的影响以小米为例(2):http://www.chuibin.com/yingyu/lunwen_206039.html