本文是一篇市场营销论文，本文对密室逃脱的宏观与微观环境进行了剖析，依托体验营销的战略体验模块理论，构建了广州X真人密室逃脱游戏体验营销模型，基于171名消费者的调查数据，通过统计分析手段，并对五大体验模块与广州X实景密室逃脱游戏在体验营销领域的实际状况与成效进行了深入探讨。
Chapter 1.Introduction
1.1 Background and significance of the study
1.1.1 Background of the study
In the context of rapid social,economic,and technological development incontemporary society,escape room games have emerged as a new form of culturalentertainment,quickly gaining widespread attention and thriving development.Thisgame model has successfully attracted a large young consumer group due to itsunique interactivity,high degree of immersion,and emphasis on team collaboration,gradually becoming one of the most popular leisure and entertainment choices.
From a macro perspective on the development of the times,with ongoingtechnological advancements,people's living standards have generally improved,leading to a sustained increase in demand for high-quality and diverse consumptionexperiences and leisure entertainment.In modern life,traditional entertainmentforms such as movies,music,and museum visits have gradually become less able tomeet consumers'desire for excitement and unique experiences due to their relativelyfixed modes.This has generated a strong demand for new entertainment models.
However,despite the overall positive outlook for the escape room game market,the Guangzhou X immersive escape room game has recently encountered a declinein its revenue,which has raised significant concerns among the company'smanagement.
1.2 Research content and methodology
1.2.1 Content of the study
Chapter 1:Introduces the background,significance,and specific content of theresearch,clarifying the research methods and tools required,and laying the foundation for the research direction.
Chapter 2:Expounds on the theoretical foundations of relevant marketingconcepts within the escape room game industry,including experiential marketingtheory,the 7Ps model,and the STP model.This chapter also provides a systematicreview of related domestic and international literature,offering theoretical supportfor subsequent research.
Chapter 3:Introduces the basic information about Guangzhou X immersiveescape room,providing a detailed overview of the company's background anddevelopment.From a consumer perspective,this chapter analyzes the experientialmarketing strategies of Guangzhou X immersive escape room,identifying problemswithin the company's current approach.
Chapter 4:Based on the results of the survey,this chapter provides a diagnosisof experiential marketing issues.By identifying the problems in experientialmarketing and combining them with a SWOT analysis of Guangzhou X immersiveescape room,the chapter uses the 7Ps model to analyze the issues and their causes
Chapter 5:Based on the questionnaire survey and empirical results presentedearlier,this chapter proposes marketing optimization strategies for Guangzhou Ximmersive escape room.
Chapter 2:Rationale and Literature Review
2.1 Rationale
2.1.1 Experience
Joseph Pine,in his book The Experience Economy,emphasizes that anexperience refers to an event that engages individuals in a personalized way,captivating each person uniquely.Scott Robinette,in his work Emotional Marketing,explains that experience is viewed as the intersection of sensory stimulation,information,and emotional interaction between a business and its consumers,withinteraction and communication being at the core.This paper asserts that the term"experience"typically refers to the internal,subjective perceptions and feelings thatindividuals gain through personal participation,sensory engagement,and awareness.The individual's interaction with the surrounding environment and their innerpsychological state intertwine,resulting in a rich array of sensations,profoundmeanings,and knowledge systems.Under the blend of subjectivity and emotion,each person's experience is unique,shaped by factors such as personal history,beliefs,and culture.
Beyond the fields of economics and business management,the concept of"experience"has
