国内零售业营销策略.docVIP

国内零售业营销策略研究 摘要 随着世界经济的快速发展，科技的不断进步，顾客需求的不断变化，我国众多的服务企业日益感到了市场竞争的激烈与残酷。特别是零售企业，其总体发展水平和服务营销观念已经远远不能适应现代市场经济的要求，面对着国际竞争的巨大压力，我们的零售企业必须摒弃陈旧的以自我为中心的营销理念，树立起以顾客价值为中心的服务营销观念，通过了解顾客的价值取向，提升顾客的价值感知实现顾客满意，最终赢得竞争优势和长期利润。 体验经济下零售业营销创新模式研究，对消费者体验心理进行了分析，最后发展出体验经济下的营销创新模式，包括了感官体验模式、娱乐体验模式、情感体验模式、文化体验模式、服务体验模式、品牌体验模式、店铺体验模式和团队体验模式。 关键词：体验经济；零售业；传统营销；营销创新；体验营销 Abstract With the rapid development of the world economy and technology, customer needs changed enormously.Most of service providers face increasingly fierce market competition. Especially for retail businesses, the overall development level and service marketing concept have been far from being able to meet the requirements of modem market economy, and the gap is increasingly obvious. This requires that retail businesses should establish service marketing concepts focusing on customer value and can no longer indulge in self-centered by understanding customer value orientation, improving customer perceived value and achieving customer satisfaction, finally we can win competitive advantage and long-term profits. Marketing innovation model research in experience Economy, analyzing consumers experiencing psychological, and concluded some new marketing model in Experience Economy, it included sensory experience model, entertainment experience model, emotional experience model, cultural experience model, services experience model, brand experience model, shop experience model, team experience model. Keywords: Experienee Eeonomy; Retailing business; Traditional Marketing; Marketing Innovation; Experience Marketing 目录 前言 1 一、体验经济概述 2 （一）体验经济的提出 2 （二）体验经济的含义 3 （三）体验经济的内容 3 （四）体验经济的特征 4 二、零售业服务营销现状及问题分析 5 （一）零售业的特点 5 （二）零售业服务营销现状 6 （三）零售业服务营销存在的问题 7 三、体验营销新视野、新思路。 9 （一）营销理念以“增加客户体验”为主 10 （二）营销重点以满足、创造顾客的个性化需求为主 10 （三）营销手段应当突出顾客参与，加强企业与客户的互动 11 四、体验经济下零售业营销创新模式研究 11 结论与展望 13 （一）结论 13 （二）展望 15 参考文献 15 前言 从计划经济时期的肩担生产与消费两头到市场经济的构建产业供应链；从宏观经济环境的窗口到微观企业发展的利益追求从为人民服务的经营观念到从管理中求取双底合作改革与发展促进了零售业翻天顶地变化。今天的零售业基本上已经确立了以顾客为中心的现代营销观念具备了相对科学的经营与