Modern Economics & Management Forum

This study examines how the experience economy reshapes consumer behavior and necessitates corresponding adaptations in enterprise marketing strategies. Through theoretical analysis of experience economy characteristics and survey research involving 58 cross-industry business owners, the paper first establishes that consumer demands have fundamentally shifted from functional utility to self-expression, emotional resonance, and participatory value co-creation. Based on these identified demand patterns, the study then proposes an integrated experiential marketing framework encompassing six interconnected strategic dimensions: strategic positioning restructuring, deep demand insight, experiential environment design, employee empowerment, technology integration, and value co-creation mechanisms. The findings demonstrate that enterprises must transition from product-centric to experience-centric business models, as traditional marketing approaches prove insufficient in addressing consumers' heightened expectations for personalized and emotionally resonant consumption experiences. The research concludes that successful implementation of these experiential strategies enables enterprises to build sustainable competitive advantages through deepened customer loyalty and enhanced brand-consumer relationships in the experience economy era.