Research on Experience Marketing Strategies for Traditional Chinese Medicine Enterprises from the Perspective of Value Co-creation

Yiwen Wang; Shuang Liu

doi:10.54691/rpdv5059

Authors

Yiwen Wang
Shuang Liu

DOI:

https://doi.org/10.54691/rpdv5059

Keywords:

Value Co-creation, Experiential Marketing, Marketing Strategy, Traditional Chinese Medicine Industry.

Abstract

With the change in economic model and consumer behaviour at present, the experience economy, a new form of consumption that encourages people to take part in various activities and feel emotions by participating in these experiences, has gradually spread in recent years. The new demands of consumers are to be more personalised, diverse and emotionally satisfying. The Value Creation Models of Traditional Chinese Medicine (TCM) Enterprises are Changing. In light of the above, this paper will integrate value co-creation theory and pharmaceutical marketing strategies to review previous research on pharmaceutical marketing and investigate how the role of consumers in brand interaction, product experience and emotional resonance has evolved. Research has been carried out to explore how traditional Chinese medicine (TCM) enterprises can shift from "one-way marketing" to "two-way value co-creation" by building consumer participation mechanisms, strengthening sensory experiences and reconstructing brand identities; at the same time, it has provided theoretical support and practical guidance for marketing innovation in the TCM industry.

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