Abstract
This thesis focuses on how to fulfill female consumers’ needs in experience economy and the relationship between experiential marketing strategies and behavior of female consumers. The beauty industry is used as the example is this research. The Schmitt’s experiential grid is the major analytical tool in this thesis. Using the grid for analyzing the observations finds out the effectiveness of various experiential marketing strategies in fulfilling the needs of female and stimulating the female consumption. From the analytical results, in the current experience economy, the first priority to gain the recognition from female is to fulfill their needs, including the timing urgency under multiple-roles situation, the asking for details, and the pursuit for beauty. After fulfilling the needs, further establish relationships with female consumers from various perspectives, including sense perspective, sensitivity perspective, and social perspective, are the keys to strengthen the brand recognition from female consumers. This research hopes to provide a comprehensive analysis of integrating observations and analysis theories in order to find out the key factors about the effectiveness of experiential marketing strategies for beauty industry, and to provide some implications for future experiential marketing businesses. Key words－experiential marketing, female consumption, SPA, experiential grid