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迪卡侬大朗店的体验式营销模式浅析.docx
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迪卡侬大朗店的体验式营销模式浅析.docx
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摘 要
社会的发展使得消费形式的多样化,体验式经济时代已全面到来。体验式营
销模式作为服务经济的“进阶”模式,它更注重消费者的精神需求,更能够提供
消费者心理和精神上的享受,也更能满足消费者的产品体验和购物体验。
本文将迪卡侬大朗店作为浅析对象,通过阅读大量文献、期刊,同时通过电
话访问对迪卡侬大朗店的店员进行咨询门店体验式营销现状。本文先简单的介绍
迪卡侬大朗店体验式营销应用,再从其特有的营销模式下寻找存在的不足之处,
最后并提出迪卡侬大朗店体验式营销的优化对策及建议。
通过对迪卡侬大朗店体验式营销模式进行分析,总结出迪卡侬大朗店存在感
官体验不全面,便利性服务体验不完善,服务体验内容不健全,活动类内容体验
不丰富,以及行动体验不便捷的问题,迪卡侬大朗店的管理者若想要解决这些问
题,其需要不断健全感官体验,完善便利性服务体验,改进服务体验内容,丰富
活动类内容体验,并对商品结构进行调整,努力适应这庞大而特殊的市场。
关键词:感官体验 服务体验 内容体验 行动体验
Abstract
The development of the society has diversified the forms of consumption, and the
era of experience-based economy has arrived. As an "advanced" model of service
economy, the experiential marketing model pays more attention to the spiritual needs of
consumers, can provide consumers with psychological and spiritual enjoyment, and can
better satisfy consumers' product experience and shopping experience.
This article takes Decathlon Dalang store as the analysis object, through reading a
large number of documents and periodicals, and at the same time by telephone
interviews with Decathlon Dalang store staff to consult the status of store experiential
marketing. This article first briefly introduces the experience-based marketing
application of Decathlon Dalang store, then finds the deficiencies from its unique
marketing model, and finally puts forward optimization strategies and suggestions for
the experience-based marketing of Decathlon Dalang store.
By analyzing the Decathlon Dalang store's experiential marketing model, it is
concluded that the Decathlon Dalang store has incomplete sensory experience,
imperfect service experience, incomplete service experience content, inadequate event
content experience, and inconvenient mobile experience If the managers of Decathlon
Dalang store want to solve these problems, they need to constantly improve the sensory
experience, improve the convenience service experience, improve the service
experience content, enrich the event content experience, and adjust the product structure
to make efforts to adapt this huge and special market.
Keywords: Sensory experience Service experience Content experience
Action experience
目 录
一、引言 ...................................................1
二、体验式营销的理论概述 ...................................1
(一)体验式营销的概念 ............................................1
(二)体验式营销的基本策略 ........................................2
三、迪卡侬大朗店的体验式营销现状 ...........................3
(一)迪卡侬公司概况 ..............................................3
(二)迪卡侬大朗店的体验式营销应用 ................................4
四、迪卡侬大朗店体验式营销存在的问题 .......................5
(一)感官体验没有很好的刺激消费者进行消费 ........................5
(二)便利性服务体验没有充分满足顾客需求 ..........................6
(三)活动类内容体验受人员限制无法充分施展 ........................7
(四)行动体验没有突出地方特色 ....................................8
五、优化迪卡侬大朗店体验式营销的对策及建议 .................9
(一)感官体验不断健全,增强购买欲望 ..............................9
(二)便利性服务体验加以完善 ......................................9
(三)丰富活动类内容体验,刺激消费 ...............................10
(四)商品结构进行调整,努力适应东莞市场 .........................11
六、总结...................................................12
参考文献...................................................12
致 谢.....................................................14
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