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零售企业的竞争优势不再是价格策略和商品组合,而是消费者对零售企业的整体认知和感受;本文从消费者心理需求变化入手引入体验营销的概念,进而详细分析将体验营销植入零售活动的策略和步骤。
The competitive advantage of retail enterprises is no longer price strategy and product mix, but consumers’ overall cognition and feelings towards retail enterprises. This paper introduces the concept of experience marketing from the change of consumer psychological needs, and then analyzes in detail how to implant experience marketing Strategies and Steps for Retail Activities.