零售业的体验式营销策略研究--以迪卡侬为例最终稿

零售业的体验式营销策略研究--以迪卡侬为例

【摘要】本文通过对体验营销和传统营销进行比较，分析体验营销在零售业的特征及优势，研究了迪卡侬运用体验营销的文化特点。运用了问卷调查法和实地考察法，具体分析了迪卡侬在开展体验营销时采用的环境体验策略、购物氛围体验策略、价格体验策略、产品及附加价值体验策略和会员体验策略，探讨迪卡侬在应用体验式营销进行商品销售时出现的试用品损耗、体验的安全性、工作人员不足、偷盗行为、推广力度等问题，根据相关问题提供合理的解决措施，再根据迪卡侬的体验营销为其他零售企业的体验式营销策略提供建议，最后得出零售企业应该根据企业的文化，努力打造一款适合自身品牌的体验营销策略，在着手用户体验时要注意产品维护，在保证体验的同时关注安全问题，同时加大对广告宣传的投入，注重线上购物渠道可以更好的促进企业和消费者之间达成交易的结论。传统零售企业结合自身特点实行体验营销是未来发展，实行差异化、个性化的重要策略。

【关键词】迪卡侬；体验营销；零售业

注：本论文（设计）题目来源于教师的国家级（或省部级、厅级、市级、校级、企业）科研项目，项目编号为：。

Research on experiential marketing strategy of retail

industry -- Taking decathlon as an example

[Abstract] This paper compares experience marketing with traditional marketing, analyzes the characteristics and advantages of experience marketing in the retail industry, and studies the cultural characteristics of decathlon's use of experience marketing. By using the methods of questionnaire and field investigation, this paper analyzes the environment experience strategy, shopping atmosphere experience strategy, price experience strategy, product and added value experience strategy and member experience strategy adopted by decathlon in carrying out experience marketing, and discusses the loss of trial products, safety of experience, and staff in the application of experience marketing in the sales of goods According to the problems of insufficiency, theft and promotion, we should provide reasonable solutions according to relevant problems, and then provide suggestions for other retail enterprises' experience marketing strategies according to decathlon's experience marketing. Finally, we can draw the conclusion that retail enterprises should make efforts to create an experience marketing strategy suitable for their own brand according to the corporate culture, and pay attention to product maintenance when starting user experience At the same time of ensuring the experience, paying attention to the security issues, increasing the investment in advertising, and paying attention to online shopping channels can better promote the conclusion that businesses and consumers reach a deal. It is an important strategy for traditional retail enterprises to carry out experiential marketing in combination with their own characteristics in the future.

[Keywords]Decathlon Experience marketing Retail

目录

1.前言 (1)

2.体验营销与传统营销 (2)

2.1.体验营销的概念 (2)

2.2.传统营销的概念 (2)

2.3.体验营销与传统营销的对比 (3)

3.迪卡侬体验式营销策略分析 (4)

3.1.体验营销外部策略 (5)

3.1.1.环境体验策略 (5)

3.1.2.购物氛围体验策略 (6)

3.2.体验营销内部策略 (6)

3.2.1.价格体验策略 (6)

3.2.2.产品及附加价值体验策略 (7)

3.2.3.会员体验策略 (7)

4.迪卡侬体验式营销存在的问题 (8)

4.1.试用产品损耗率严重 (8)

4.2.产品体验难以确保安全性 (9)

4.3.工作人员不足，卖场较乱，影响顾客购物体验 (9)

4.4.产品损坏率偷盗率高 (9)

4.5.广告投入少，宣传不足 (10)

5.迪卡侬体验营销提升策略 (11)

5.1.试用品进行集中管理，降低损耗率 (11)

5.2.制定严格的体验规则，实行专门的工作人员管理 (11)

5.3.实行内部员工调用政策，维持货道整洁 (11)