新零售模式下体验式营销策略研究——以xx公司为例

摘要随着“体验式经济”时代的到来，新的科技正在迅速地渗透到零售领域，使得企业们不再受制于传统的营销方式，而是开始追求更加精准的定制营销，并且努力满足消费者的需求，实现客户的最大价值。零售产业如何运用新式的营销手段打破僵局是一个值得思考的问题。本文将以HM公司为例，基于战略体验模块来探讨HM公司做为一个新型零售商超，如何取得成就的。并基于战略体验模块，设计了消费者对于HM公司的购物体验与满意度的调查问卷。对问卷进行数据收集与整理，利用SPSS软件对数据进行信效度分析与相关性分析，从而计算出影响体验式营销的几大因素。然后针对数据中所反映的问题提出优化建议，从而提高消费者满意度，加强HM公司在市场的竞争力，进而得出对于新零售业提出一般性的、普遍性的营销策略。关键词：新零售模式、体验式营销、战略体验模块ABSTRACTIn the Internet era,new technologies are constantly developing and applied in theretail industry.Companies are moving beyond traditional sales models to morepersonalized sales models and thoughtful user experiences.The "experientialeconomy"era has supplanted the agricultural,industrial,and service economies of thepast,as well as the alteration of consumption patterns.It is worth thinking about howretail industry can use new marketing methods to break the deadlock.This paper will take HM Company as an example,based on the strategicexperience module to discuss how HM company,as a new retailer,has madeachievements.Based on the strategic experience module,a questionnaire wasdesigned to survey consumers'shopping experience and satisfaction with HMCompany.SPSS software was employed to assess the dependability and accuracy ofthe questionnaire data,as well as to conduct correlation analysis,in order to ascertainseveral major components influencing experiential marketing,following its collectionand sorting.Then,based on the problems reflected in the data,optimizationsuggestions are put forward,so as to improve consumer satisfaction and strengthenHM's competitiveness in the market.Finally,general and universal marketingstrategies are proposed for the new retail industry.Key words:New retail model,experiential marketing,strategic experience module目录第一章绪论..1.1研究背景..1.2研究目的....11.3研究意义.21.4国内外研究现状....P1.4.1体验式营销研究现状21.4.2新零售模式的研究现状31.5研究内容与研究方法..1.5.1研究内容41.5.2研究方法...5第二章理论基础....62.1新零售模式概念...2.2体验式营销概念.7第三章*公司现状分析.93.1*公司概况...。。。。。。。93.2*公司SW0T分析..3.3**公司的体验式营销现状103.3.1感官营销103.3.2情感营销113.3.3关联营销...123.3.4行动营销....12第四章问卷调查分析144.1调查问卷流程分析144.2信度分析...144.3效度分析..164.4相关性分析174.5回归性分析174.6消费者信息特征...19