论体验营销在零售业中的应用

论体验营销在零售业中的应用I摘要体验经济时代的到来，必然促使我国零售企业逐步面对消费者新的消费需求，企业营销策略也相应的要发生转变。本文从体验经济产生的经济和社会原因出发，在对我国零售业实施体验营销必要性分析的基础上，对零售企业体验营销策略的应用提出了一些建议。随着经济和社会的不断发展，零售业已进入体验消费的时代，如何密切关注这种变化，认真研究和把握体验经济的特点和规律，通过体验营销策略的实施，来满足消费者体验的需求，是零售业成功的关键。体验营销是适应体验经济时代消费需求变化的理性选择，它通过为顾客带来良好的消费体验，从而吸引顾客，留住顾客。关键词零售业；体验经济；体验营销IIAbstractThecomingofExperienceEconomywillinevitablypromotetheRetailIndustryinChinatomeetthecustoms’newdemandandchangetheirenterprisemarketingstrategystepbystep.Withthedevelopmentofeconomyandsociety,theRetailIndustryhascomeintoanewera—theeraofexperimentalconsumption.TherearesomekeypointsfortheRetailIndustrytosuccessasfollows:howtotakeaclosenoticeofthechangesintheRetailIndustry;howtostudythecharacteristicsandlawsofExperienceEconomy;howtomeetthecustomers’experimentaldemandbyimplementingtheexperiencemarketingstrategy,etc.Experiencemarketingisarationalchoicetoattractandretainconsumers,becauseitcanadapttotheconsumptiondemandintheeraofexperienceeconomyandbringbetterexperimentalconsumptiontotheconsumers.Thisdissertationwillanalyzethesocialandeconomicalcausesoftheexperienceeconomy’semergence,andintroducethenecessaryapplicationofexperiencemarketingstrategyintheRetailIndustry,andthenputforwardsomesuggestionsontheapplication.KeywordsRetailIndustry;ExperienceEconomy;ExperienceMarketing目录摘要............................................................................................................................................IAbstract...................................................................................................................................II前言...........................................................................................................................................1一、体验营销概述.................................................................................................................2（一）体验营销的产生..................................................................................................21.经济原因...............................................................................................................22.社会原因...............................................................................................................2（二）体验营销的定义..................................................................................................31.什么是体验营销...................................................................................................32.体验营销和传统营销的区别...............................................................................4（三）体验营销的特征..................................................................................................41.以顾客需求为导向...............................................................................................52.以顾客沟通为手段...............................................................................................53.关注个性...............................................................................................................54.为顾客创造快乐...................................................................................................5二、体验营销在零售业经营中的作用.................................................................................6（一）体验营销有利于提升顾客忠诚..........................................................................6（二）有利于企业摆脱价格战的困扰..........................................................................6（三）为企业找到新的利润增长点..............................................................................7三、零售业体验营销的现状.................................................................................................7（一）对体验营销的认识不到位..................................................................................7（二）市场环境不成熟..................................................................................................81.产品质量得不到保证...........................................................................................82.缺乏本土化特色...................................................................................................83.市场的有效反馈和控制程度不高.......................................................................9（三）促销手段缺乏创新..............................................................................................9四、我国零售业实施体验营销的对策建议.........................................................................9（一）全方位变革营销手段..........................................................................................91.变革营销组合模式...............................................................................................92.建立相适应的零售业团队.................................................................................103.实施客户关系管理.............................................................................................10（二）彰显中国特色和企业文化................................................................................10（三）最大限度的满足消费者需求............................................................................111.设定明确的体验主题.........................................................................................112.在服务中融入更多的体验成分...............................................................