Research on Contextualized Marketing Strategy for Enterprise Operation under the Experience Economy
Abstract
With the comprehensive penetration of the experience economy, consumer demand has shifted from functional satisfaction to emotional resonance and value identification. Contextualized marketing has thus become a primary strategic choice for enterprises to connect with
users and build competitive advantages. Based on the essential characteristics of the experience economy, this paper systematically analyzes
the logic and value of contextualized marketing strategies within this framework. It establishes a strategic implementation framework from
three dimensions: emotional resonance scenarios, interactive participation scenarios, and value identification scenarios. Furthermore, it proposes implementation paths such as scenario positioning based on user needs insights, scenario construction through cultural empowerment,
and scenario dissemination via omni-channel linkage. The research aims to clarify the intrinsic connection between the experience economy
and contextualized marketing, providing theoretical guidance and practical references for enterprises to achieve business upgrading and enhance market competitiveness through contextualized strategies.
users and build competitive advantages. Based on the essential characteristics of the experience economy, this paper systematically analyzes
the logic and value of contextualized marketing strategies within this framework. It establishes a strategic implementation framework from
three dimensions: emotional resonance scenarios, interactive participation scenarios, and value identification scenarios. Furthermore, it proposes implementation paths such as scenario positioning based on user needs insights, scenario construction through cultural empowerment,
and scenario dissemination via omni-channel linkage. The research aims to clarify the intrinsic connection between the experience economy
and contextualized marketing, providing theoretical guidance and practical references for enterprises to achieve business upgrading and enhance market competitiveness through contextualized strategies.
Keywords
Experience Economy; Enterprise Operation; Contextualized Marketing; Marketing Strategy
Full Text:
PDFReferences
[1] Liu Qing. Research on the Development and Application of Enterprise Marketing Innovation Models Under the Background of the Experience Economy [J]. Market Modernization, 2025, (24): 82-84.
[2] Ma Wen. Research on Problems and Countermeasures in Tourism Enterprise Marketing Under the Background of the Experience Economy [J]. China Management Informatization, 2025, 28(16): 161-163.
[3] Wang Henan. Research on the Development Path of Yangzhou Grand Canal Cultural Tourism from the Perspective of the Experience
Economy [D]. Nanjing University of the Arts, 2025.
DOI: http://dx.doi.org/10.70711/frim.v4i3.8754
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