2.2 Research status at home and abroad
2.2.1 Research on experiential marketing
Experiential marketing,as an emerging marketing approach,has gainedwidespread research and development over the past few decades.It emphasizesenhancing brand value by providing unique consumer experiences,which in turnincreases customer loyalty and satisfaction.With the intensification of marketcompetition and the changing needs of consumers,traditional marketing strategiesare increasingly unable to meet the demands of businesses.As a strategy that placesthe consumer at the center of brand interactions,experiential marketing hasgradually become a focal point in both academic and commercial circles.
Since the 1980s,Western scholars have begun exploring the concept ofexperiential marketing.B.Joseph Pine II and James H.Gilmore(1999)firstintroduced the concept of the"Experience Economy,"arguing that,beyond goodsand services,there exists a fourth economic offering—experience.This theory laid the foundation for subsequent research in the field.
Experiential marketing can be broken down into multiple dimensions,such assensory experience,affective experience,reflective experience,active experience,and relational experience.Zimmerman and D.R.Deshpande(2005)further refinedthese dimensions and explored how they influence consumer purchasing decisions.
Chapter 3 The basic situation of Guangzhou X live escape roomgame .. 30
3.1 Current status of live escape room game market research .............. 30
3.1.1 Definition of Escape Room ..................... 30
3.1.2 The development of the escape room ........................ 31
Chapter 4 Guangzhou X Live Escape Room Game Experience Marketing Questionnaire Survey ................. 46
4.1 Questionnaire design and data collection .................. 46
4.1.1 Questionnaire design ......................... 46
4.1.2 Questionnaire distribution and collection ................ 48
Chapter 5 Guangzhou X Live Escape Room Game Experience Marketing Optimization Strategy ................ 75
5.1 Market Segmentation and Target Market Selection ................ 75
5.1.1 Market Segmentation ....................... 75
5.1.2 Target Market Selection and Market Positioning ...................... 77
Chapter 5 Guangzhou X Live Escape Room GameExperience Marketing Optimization Strategy
5.1 Market Segmentation and Target Market Selection
5.1.1 Market Segmentation
（1）Classification by price
Guangzhou X Live Escape Game offers a wide pricing range,from 60 to 150RMB,designed to cater to consumers with varying payment capabilities.Forfirst-time players,particularly those sensitive to costs,the base theme price of 60RMB is especially important.For some consumers in economically constrained cities,promotional discounts bring the price of a single experience below 60 RMB,ensuringthat high costs do not discourage them from trying the escape game.Within the 60 to100 RMB range,escape room games become an ideal choice for most players,as theytend to select themes based on personal preferences.The 60 to 100 RMB price rangeis generally accepted by players,with the target audience being diverse in terms ofage and preferences.
When resources are spent on food and entertainment,they often provide moreimmediate and tangible value;this price range is particularly tailored for the"graymarket"players,offering intricate content and a relatively higher standard ofexperience.Themes in this range include tightly connected clues and the introductionof NPC characters,which can meet the needs of young,socially active consumerswith sufficient purchasing power.Due to the challenges of selling themes priced over 100 RMB,Guangzhou X Live Escape Game has yet to introduce themes priced above150 RMB.
Chapter 6 Safeguard Measures for theImplementation of the Marketing Strategy for theExperience of Guangzhou X Live Escape Room
6.1 Talent Protection
In the realm of live
