Under the new situation of the rapid development of the modern market economy and the general improvement of people's consumption capacity, the production and sales of aquatic products in China has stepped out of the regional pattern, and the space for consumption demand is wider. Due to regional resources, traditional consumption habits and consumption levels, the aquatic product market in the central and western regions of my country and inland rural areas is very underdeveloped, and the per capita availability and consumption of aquatic products are very limited. However, with the improvement of people's ability to accept new things, the modern south-north tourist flow, migrant flow and student flow can be eaten by themselves in the early stage, and they can generally buy various processed aquatic products when they return home to gift relatives and friends or eat for themselves. The participation of inland urban consumer groups who did not have the habits and conditions of eating aquatic products in the past has undoubtedly opened up a broader consumer market space for aquatic product sales, and laid a solid market foundation for better experience marketing of aquatic products.

The experience economy is an inevitable trend in the development of economic forms and the product of the continuous development of productive forces. American scholars Joseph Pine and James Gilmore made a more systematic exposition of the experience economy in the book "The Experience Economy" co-authored by American scholars: the experience economy is "the use of commodities as props and services as the stage". , an economic form with experience as the main economic offering” [1]. When an enterprise consciously uses services as the stage and commodities as props, allowing consumers to spend a period of time in a personalized way, and obtain a series of memorable events in the process, "experience" appears, and by this The collection of economic activities generated by the pursuit of experience and the interaction of providing experience environment constitutes the "experience economy" [2].

1 Development status of experiential marketing in aquatic product processing industry in Zhoushan Islands New Area

On June 30, 2011, the State Council officially approved the establishment of Zhejiang Zhoushan Archipelago New Area, and Zhoushan became the first national-level new area with the theme of marine economy. On the one hand, Zhoushan Archipelago New Area assumes the role of promoting regional economic growth, and on the other hand, it will establish a demonstration effect for future development in terms of industrial transformation and upgrading and competitiveness enhancement [3] .

There are more than 400 aquatic product processing enterprises in Zhoushan City, with an annual processing capacity of more than 1.3 million tons. In May 2009, the European Union inspected and evaluated Zhoushan's aquatic product export situation, and believed that the local area has world-class aquatic product processing equipment and technology. In addition, Zhoushan New District is an excellent tourist city in China and one of the cities with the best ambient air quality in the country. It is a veritable sea garden city and a livable port city with abundant marine tourism resources. However, at present Zhoushan New District's aquatic product sales method is still dominated by traditional relationship marketing. Under the circumstance that new situations and new problems continue to emerge, Zhoushan aquatic product marketing must change due to changes: