Cultural creativity in experience design model

Abstract

Experience economy is on the upgrade in the world and experience has become a new type of marketing mode and brand value. Its connotation is to satisfy the mental and spiritual needs of consumer. Popular cultural concept of consumption in global village era emphasizes on local culture value of itself on the contrary. Therefore, the study believes it makes the consumer experience local culture through marketing design and identify the local culture via interaction further. In the marketing design taking local culture as experience can make the consumer understand the historic background, characteristics and cultural essence deeply. With additional story and entertainment design and construction, it is conductive to promote identification of consumer to local industries and increase consumption willingness. The study takes Majoee as case to study and analyze local culture. On the basis of experience literature overview, it takes conversion as experiential marketing design, proposes design conversion method and construction mode. The purposes of the study are as the following. First, it discusses experiential marketing design related literature theoretical basis. Second, it takes "Local Culture" as the theme of experiential marketing design mode. Third, case study takes Majoee as the theme of experiential marketing design mode. In the conclusion, it proposes to take "Cultural Creativity" as the theme of experiential marketing design strategy and feasibility. The importance of the study is to apply humanity and characteristics of local culture to convert into design transfer media through theoretical basis of semiotics. Then it merges cultural design as experiential marketing to promote local culture values and construct an experiential marketing design conversion mode to be taken as reference for cultural experiential marketing application. © 2014 Springer International Publishing Switzerland.