Abstract:

Combined with marketing experience, based on the traditional family decision-making theory, this paper introduces a new role, experiencer, which has great positive influence and function on it.In order to enhance the relevance and effectiveness of service experience to the family needs, this paper further divides the experiencers into 2 parts: the primary experiencer and the secondary experiencer.They are analyzed based on customer classification of China Mobile such as their demands, operational requirements.Finally, this paper proposes suggestions for enhancing the experience of primary and secondary experiencers, which explains the corresponding differences and influence for full service.

Key words: familydecision-makingprocess, decision, experiencer, primaryexperiencer, secondaryexperiencer