迪卡侬体验式营销模式探析-以柳州分司为例

AbstractThe development of society makes the diversified forms of consumption,and theera of experiential economy has been fully arrived.As the "advanced"mode of serviceeconomy,experiential marketing mode pays more attention to the spiritual needs ofconsumers,can provide consumers psychological and spiritual enjoyment,and canbetter meet consumers'product experience and shopping experience.This paper willtake Decathlon Liuzhou Branch as the research object,through reading a large numberof literature and periodicals,and through field research to consult the staff ofDecathlon Liuzhou Branch about the current situation of store experientialmarketing.This paper first briefly introduces the experiential marketing application ofDecathlon Liuzhou Branch,then finds the existing shortcomings from its uniquemarketing mode,and finally puts forward the optimization countermeasures andsuggestions of the experiential marketing of Decathlon Liuzhou Branch.By analyzingdecathlon Liuzhou branch experiential marketing model,summarizes the decathlonLiuzhou branch sensory experience is not comprehensive,convenient serviceexperience is not perfect,service experience content is not perfect,activity contentexperience is not rich,and action experience is not convenient,decathlon Liuzhoubranch managers want to solve these problems,it need to constantly improve thesensory experience,improve convenience service experience,improve serviceexperience content,rich activity content experience,and adjust the commoditystructure,efforts to adapt to the huge and special market.Keywords:Sensory experience Service experience Content experience:Actionexperience