An Empirical Study of Consumer Satisfaction Based on Experiential Marketing of Communications Enterprises

This thesis attempts to study the consumer satisfaction of communications enterprises from the perspective of experiential marketing. In order to make the study more targeting and convincing, this thesis selects China Mobile as its studying object, adopts theories from management, marketing, consumer behavior and other courses theories, and employs the research method of integrating theoretical and empirical studies. First, this thesis proposes the model and hypothesis about consumer satisfaction based on experiential marketing. Secondly, through the factor analysis, the variance analysis and the related analysis, this thesis establishes the hypothesis advanced earlier. Finally, this thesis analyzes the result of empirical study and brings forward a series of marketing strategies accordingly.