论文总字数：14533字

摘 要

经济发展和城市居民生活水平的提高,促使了购物中心的迅速发展。而互联网电子商务的发展，也使购物中心面临激烈的竞争。对消费者而言，企业所提供的产品不再是他们选择的唯一理由，相对地，消费者更加注重精神层面的东西，比如购物环境、购物体验、产品和服务的乐趣等。体验式营销在此背景下产生，成为新时代的营销模式。

本文主要是对体验式营销理论以及购物中心体验式营销的研究。首先，整理归纳了体验式营销的内涵及特征，具体分析了体验式营销的五种形式，即感官、情感、思考、行动、关联。接着，分析了我国购物中心发展现状，以及能否开展体验式营销，并从产品、情景、服务和沟通四个方面总结出购物中体验式营销的策略。最后以大悦城购物中心这一体验式营销实例着手，阐述大悦城购物中心在实施体验式营销过程中的有益经验以及可借鉴之处，通过分析大悦城的体验式营销策略，为购物中心体验式营销的开展提出一些看法与见解。

关键词：购物中心 体验式营销 消费者体验

Experiential marketing of shopping center -- take Joy City as an example

ABSTRACT

The growth of the economy and the well-being of the city's residents has led to the rapid growth of the shopping center.Products provided for consumers, enterprises are no longer the only reason they choose, contrast, consumers pay more attention to spiritual things, such as shopping environment, the fun of shopping experience, products and services, etc.Under this background, the experiential marketing marketing mode of a new era.

It is mainly that research of experience-marketing theory and shopping-centric experience-type market.First of all, the connotation and characteristics of experiential marketing are summarized, and it analyzes five forms of experiential marketing , which is sensory, emotional, thinking, action, connection.Then, the development status of shopping center in China and would carry out experiential marketing are analyzed.And from the product, scene, service and communication in four aspects, summarizes shopping experience marketing strategy.Finally, by taking Joy City shopping center as an example of experiential marketing, the beneficial experience of Joy City shopping center in the implementation of experiential marketing and what can be learned from it are expounded.Through the analysis of the experiential marketing strategy of Joy City, experiential marketing for shopping center development put forward some views and opinions.

Key Words:Shopping center;Experiential marketing;Consumer experience

目 录

摘要……………………………………………………………………………………………I

ABSTRACT…………………………………………………………………………………II

第一章 绪论…………………………………………………………………………………1

1.1 研究背景 ………………………………………………………………………………1

1.2 研究方法及意义 ………………………………………………………………………1

1.2.1 研究方法 ………………………………………………………………………1

1.2.1 研究意义 ………………………………………………………………………1

第二章 体验式营销概述…………………………………………………………………3

2.1体验式营销内涵 ………………………………………………………………………3

2.2体验式营销的特征 ……………………………………………………………………3

2.3体验式营销的战略体验模块 …………………………………………………………4

第三章 购物中心开展体验式营销的分析……………………………………………6

3.1购物中心发展现状 ……………………………………………………………………6

3.2购物中心开展体验式营销的必要性和可行性 ………………………………………7

3.2.1必要性 …………………………………………………………………………7

3.2.2可行性 …………………………………………………………………………7

第四章 购物中心体验式营销策略 ……………………………………………………9

4.1产品体验策略 …………………………………………………………………………9

4.2情景体验策略 …………………………………………………………………………10

4.3服务体验策略 …………………………………………………………………………11

4.4沟通体验策略 …………………………………………………………………………11

第五章 大悦城体验式营销实例分析…………………………………………………13

5.1大悦城简介 ……………………………………………………………………………13

5.2大悦城体验式营销策略 ………………………………………………………………13

5.2.1空间体验策略…………………………………………………………………13

5.2.2文化体验策略…………………………………………………………………13

5.2.3智能化平台应用策略…………………………………………………………14

5.3案例总结与启示 ………………………………………………………………………14

结语……………………………………………………………………………………………15

参考文献 ……………………………………………………………………………………16

致谢……………………………………………………………………………………………17

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