Research on Consumer Value Creation Based on Experience Marketing in the “Grill Economy”

本研究旨在探讨谷子经济中体验营销对消费者价值创造的影响。通过对谷子产业的市场环境和消费者行为进行分析，本文构建了体验营销与消费者价值创造之间的关系模型。研究发现，体验营销通过提供感官体验、情感体验、思考体验、行动体验和关联体验，能够有效提升消费者的实用价值、情感价值、社会价值和情境价值。研究还指出，谷子企业应注重产品差异化、文化内涵挖掘、互动体验设计和个性化服务，以促进消费者价值的创造。此外，本研究提出了相应的策略建议，为谷子经济中的企业实施体验营销提供了理论指导和实践参考。This study aims to explore the impact of experiential marketing on consumer value creation in the grill economy. By analyzing the market environment and consumer behavior of the millet industry, this article constructs a relationship model between experiential marketing and consumer value creation. Research has found that experiential marketing can effectively enhance consumers’ practical value, emotional value, social value, and situational value by providing sensory experience, emotional experience, thinking experience, action experience, and relational experience. The study also suggests that grill economy should focus on product differentiation, cultural connotation exploration, interactive experience design, and personalized services to promote the creation of consumer value. In addition, this study proposes corresponding strategic recommendations, providing theoretical guidance and practical reference for enterprises in the millet economy to implement experiential marketing.