(2)Guidance perception expense. For long, the traditional marketing regards as the consumer the reason purchase policy-maker, in fact, many person's purchase behaviors are perceptual, they receive the perceptual control to a great extent to the consumer behavior, their by no means unusual rationally analysis, appraisal, decide finally purchase. Also will have the fantasy, will have to the sentiment, happily and so on psychological aspect pursues, under specific environment, also will have the impulsion. Just like primary kindness H Schmidt pointed out such: “the experience type marketing personnel should understand, at the same time customer perception and rational control. Also because even if customer reason and, because impulses makes the purchase the probability is for a while same.”This is also the experience type marketing basic starting point. Therefore, the enterprise needs to consider that consumer's emotion need, must “educate with reason, moves it by the sentiment”.
(3)The customer participation on own initiative. The experience marketing provides the opportunity participation product or the service design for the customer, even lets it complete the product or the service production and the expense process as the lead. The enterprise only provides the scene and the essential product or the service, lets the customer experience the expense process personally each detail. The consumer “the initiative participation” is experiences the marketing the basis to be, this is distinguishes “the commodity marketing” and “the service marketing” the most remarkable characteristic. Left consumer's initiative, all “the experience” is impossible to produce and is expended by consumer.