随着经济的不断发展和物质文明的进步，社会发展在经历了农业经济、工业 经济、服务经济之后，转变为体验经济。人民的生活水平和消费观念也在不断地 转变，消费需求不仅仅停留在物质层面，更多的是想获得精神层面的享受，消费 过程中的体验与参与就显得尤为重要。与此同时，在互联网经济的冲击下，实体 经济的发展一度面临窘境，老字号品牌在新型的市场环境冲击下正遭受着前所未 有的挑战。LD 酒业自 2015 年引入体验营销模式后，打破了 LD 酒业传统的营销 模式，改善了 LD 酒业的长期亏损的发展局面，实现了盈利，为企业带来了新的 发展空间；与此同时也存在一些问题，如：受众群体较为狭小；借助互联网的传 播力度较小；购买转换率较低；配套营销策略不足；品牌活化配套策略不足等。 本文以 LD 酒业为研究对象，针对企业施行体验营销现状进行调查与分析， 找出存在的问题与不足之处，并提出优化策略和保障方案。 首先，本文采用文献研究法，对沉浸式体验相关理论、体验式营销理论和老 字号品牌老化与活化理论进行了详述，奠定了论文的研究基础。其次，介绍了 LD 酒业基本情况和体验营销的现状，通过实地调研的方式，找出当前 LD 酒业所施 行的体验营销模式所存在的问题。然后，分别从感官体验、思考体验、行动体验、 情感体验四个方面具体阐述了 LD 酒业体验营销优化策略；提出品牌活化五大策 略：重塑文化情感体验为触点的品牌战略、延续品牌气质精神中的产品内涵、聚 焦精准化内容的营销传播路径、拓展多维的品牌渠道及方式、巩固以媒体社交分 享为价值的社群关系。 本文以 LD 酒业为研究案例，分析 LD 酒业在体验营销策略中的劣势和优势， 结合品牌活化的理论来分析 LD 酒业的出路。研究结论同时也为众多老字号品牌企 业实施品牌活化战略提供一定程度上的借鉴意义。 关键词：LD 酒业 老字号品牌 体验式营销 品牌老化 品牌活化VIII Abstract People's living standard and consumption concept are also changing constantly. Consumer demand is not only on the material level, but also on the spiritual level. Experience and participation in the consumption process are particularly important. At the same time, under the impact of the Internet economy, the development of the real economy once faced a dilemma, and time-honored brands are facing unprecedented challenges under the impact of the new market environment. Since the introduction of immersive experience marketing mode in 2015, LD wine industry has broken the traditional marketing mode of LD wine industry, improved the long-term loss development situation of LD wine industry, realized profits, and brought new development space for the enterprise. At the same time, there are also some problems, such as: the audience is relatively small; With the help of the Internet to spread less; Low conversion rate; Insufficient supporting marketing strategies; Insufficient supporting strategies for brand optimization. Taking LD wine as the research object, this paper investigates and analyzes the status quo of enterprises' implementation of immersive experience marketing, finds out the existing problems and deficiencies, and proposes optimization strategies and guarantee schemes. Firstly, this paper adopts the literature research method to detail the theories related to immersive experience, experiential marketing and aging and optimization of time-honored brands, which lays the research foundation of this paper. Secondly, this paper introduces the basic situation of LD wine industry and the status quo of experiential marketing, and finds out the problems of the immersive experiential marketing mode implemented by LD wine industry through field research. Then, from the four aspects of sensory experience, thinking experience, action experience and emotional experience, this paper expounds the marketing optimization strategy of LD's immersive experience. Five strategies for brand optimization were proposed: reconstructing the brand strategy with cultural emotional experience as the touchpoint, continuing the product connotation in the spirit of brand temperament, focusing on the marketing communication path of precise content, expanding multi-dimensional brand channels and methods, and consolidating the community relationship with social media sharing as the value. Taking LD wine industry as a case study, this paper analyzes the disadvantagesIX and advantages of LD wine in the immersive experience marketing strategy, and analyzes the outlet of LD wine industry by combining the brand optimization theory. At the same time, the research conclusion also provides a certain degree of reference for many time-honored brand enterprises to implement brand optimization strategy.。。。。。。以下内容略