完美日记线下体验营销对消费者行为的影响研究（实证分析）.docxVIP

PAGE PAGE 3 摘要 近年来随着我国经济技术、消费水平的迅速提高，美妆产业逐步占据国民经济的重要组成部分，消费者精神层面的需求也越来越高。 本文将研究视角对准体验经济时代下不断发展的美妆产品市场，选取其中最有代表性的完美日记品牌作为示例，从体验营销入手发现完美日记品牌线下体验店的营销问题。 本文以体验式营销在完美日记品牌线下体验店的应用为研究对象。运用SPSS统计分析法和问卷调查法，深入分析了完美日记品牌线下体验店的行业现状，对完美日记线下体验店的体验营销与消费者感知价值之间的关系做出假设并进行分析得出体验营销、感知价值与消费者行为三者间存在的影响关系。 基于实验结果，提出一系列营销方面的建议旨在提升完美日记线下体验店的市场竞争力及知名度，根据实际情况得出营销策略。 关键词：完美日记品牌、体验营销、感知价值、消费者行为完美日记线下体验营销对消费者行为的影响研究ABSTRACT In recent years, with the rapid improvement of Chinas economy, technology and consumption level, the beauty industry gradually occupies an important part of the national economy, and the demand of consumers spiritual level is also higher and higher. This paper focuses on the developing beauty product market in the era of experience economy, selects the most representative perfect diary brand as an example, and finds the marketing problems of offline experience store of perfect diary brand from the perspective of experience marketing. This paper takes the application of experiential marketing inthe offline experience store of perfect diary brand as the research object. Using SPSS statistical analysis method and questionnaire survey method, this paper deeply analyzes the industry status of offline experience store of perfect diary brand, makes assumptions on the relationship between experiencemarketing and consumer perceived value of offline experience store of perfect diary brand, and analyzes the relationship among experience marketing, perceived value and consumer behavior. Based on the experimental results, this paper puts forward a series of marketing suggestions, aiming at improving the market competitiveness and popularity of perfect diary offline experience store, and obtains marketing strategies according to the actual situation. Key Words：Perfect diary brand、Experience marketing、Perceived value、consumer behavior 第一章绪论 1.1研究背景与目的 1.1.1研究背景 随着社会市场经济、以及新媒体行业的迅猛发展，许多美妆行业都是通过电子商务模式来销售产品。而传统的营销模式已不符合当下消费者的需求。在现如今的体验经济时代，体验式营销作为新兴的市场营销方式正逐步被市场所需。当前的市场环境发展迅速、人民富裕充足，对生活品质的