- 期刊
淺析體驗式行銷在新零售中的重要性
The Importance of Experiential Marketing in New Retail Environment
摘要
隨著經濟持續快速發展，零售行業也發生著巨大的變化。傳統零售行業受到了來自電商的強力衝擊，所佔據的市場份額正日益縮減。而網路零售行業也正趨於飽和，進入了瓶頸期。面對這一情況，新零售概念應運而生。自馬雲首次提出這一概念以來，線上與線下零售相結合的新零售便深受商家們所追捧。在新零售時期，消費者對於購物和商品的需求相對於過往有著非常大的不同，面對這一挑戰，如何及時調整自身的行銷策略，以滿足消費者全新的消費需求，便是企業能否在未來佔領先機的重中之重。本研究通過分析新零售的概念和特點以及新零售時期消費者的新消費需求，結合小米公司的體驗式行銷案例，探尋新零售中顧客體驗的重要性，並對未來新零售的發展前景提出一些意見。
並列摘要
With the sustained and rapid development of the economy, the retail industry has undergone tremendous changes. With its market share is shrinking day by day, the traditional retail industry has been strongly impacted by e-commerce, while the online retail industry is also becoming saturated, entering a bottleneck period. Faced with this situation, the new retail has come into being. Since Ma Yun first put forward this concept, new retail which combines online and offline retail has been sought after by businessmen. In the new retail era, consumers' demand for shopping and commodities is very different from the past. Faced with this challenge, how to adjust their marketing strategies in time to meet consumers' new consumption needs is the most important thing for enterprises to seize the opportunities in the future. This paper explores the importance of customer experience in new retailing by analyzing the concept and characteristics of new retailing and the new consumer demand in the new retailing period, combining with the experiential marketing case of millet company, and puts forward some suggestions on the future development prospects of new retailing.