价值工程
價值工程
개치공정
VALUE ENGINEERING
2015年
26期
1-4
,共4页
购物中心%体验经济%体验式营销
購物中心%體驗經濟%體驗式營銷
구물중심%체험경제%체험식영소
Shopping Mall%experience economy%experiential marketing
随着我国经济的快速发展和城市居民收入的提高，许多城市的购物中心（Shopping Mall）也迅猛发展，成为零售业崭新的业态形式，而在体验经济时代，伴随网络时代的兴起、电子商务兴盛发展的今天，购物中心也面临愈发激烈的竞争，顾客不再仅仅关注商品本身，他们更加注重购物过程的体验，体验式营销则为购物中心提供了一种新的营销模式。它将营销的焦点放在顾客体验上，对消费者的感情诉求做出积极回应，把消费活动中引发消费者情感变化的因素寻找出来，通过有效的心理方法运用在营销活动中，从而激发顾客积极的情感，让顾客在整个消费过程中体验快乐、享受快乐和消费快乐。因此，如何为顾客增加体验价值则成为购物中心必须首先考虑的问题。文章首先对体验经济和购物中心这一业态形式进行了理论综述，然后对体验经济下我国购物中心探索体验式营销的可行性进行了分析，最后，对我国购物中心在体验经济下可能的体验式营销路径进行了探讨，以期对购物中心的竞争力提升有所帮助。
隨著我國經濟的快速髮展和城市居民收入的提高，許多城市的購物中心（Shopping Mall）也迅猛髮展，成為零售業嶄新的業態形式，而在體驗經濟時代，伴隨網絡時代的興起、電子商務興盛髮展的今天，購物中心也麵臨愈髮激烈的競爭，顧客不再僅僅關註商品本身，他們更加註重購物過程的體驗，體驗式營銷則為購物中心提供瞭一種新的營銷模式。它將營銷的焦點放在顧客體驗上，對消費者的感情訴求做齣積極迴應，把消費活動中引髮消費者情感變化的因素尋找齣來，通過有效的心理方法運用在營銷活動中，從而激髮顧客積極的情感，讓顧客在整箇消費過程中體驗快樂、享受快樂和消費快樂。因此，如何為顧客增加體驗價值則成為購物中心必鬚首先攷慮的問題。文章首先對體驗經濟和購物中心這一業態形式進行瞭理論綜述，然後對體驗經濟下我國購物中心探索體驗式營銷的可行性進行瞭分析，最後，對我國購物中心在體驗經濟下可能的體驗式營銷路徑進行瞭探討，以期對購物中心的競爭力提升有所幫助。
수착아국경제적쾌속발전화성시거민수입적제고，허다성시적구물중심（Shopping Mall）야신맹발전，성위령수업참신적업태형식，이재체험경제시대，반수망락시대적흥기、전자상무흥성발전적금천，구물중심야면림유발격렬적경쟁，고객불재부부관주상품본신，타문경가주중구물과정적체험，체험식영소칙위구물중심제공료일충신적영소모식。타장영소적초점방재고객체험상，대소비자적감정소구주출적겁회응，파소비활동중인발소비자정감변화적인소심조출래，통과유효적심리방법운용재영소활동중，종이격발고객적겁적정감，양고객재정개소비과정중체험쾌악、향수쾌악화소비쾌악。인차，여하위고객증가체험개치칙성위구물중심필수수선고필적문제。문장수선대체험경제화구물중심저일업태형식진행료이론종술，연후대체험경제하아국구물중심탐색체험식영소적가행성진행료분석，최후，대아국구물중심재체험경제하가능적체험식영소로경진행료탐토，이기대구물중심적경쟁력제승유소방조。
With the rapid development of our economy and the improvement of urban residents' income, the Shopping Mall has also developed rapidly and becomes a form of new retail formats. In the era of experience economy, as the rise of the Internet and the thriving of electronic commerce, Shopping Mall is also facing increasingly fierce competition. The customer is no longer just focus on the goods itself, they pay more attention to the process of shopping experience, experiential marketing provides a new marketing model for the Shopping Mall. It focus on the customer experience, makes a positive response to the customers' emotional appeal, finds out the factors that caused consumers emotional changes, uses effective psychological methods through marketing activities to stimulate customers' positive emotions, let customers experience happiness, enjoy happiness, and consume happiness in the process of the whole consumption. Therefore, the first consider of Shopping Mall is how to increase the experience value to customers. This paper firstly reviewed the experience economy and the Shopping Mall on the basis of theory, then analyzed the feasibility of experiential marketing of China's Shopping Mall under the experience economy, then finally, discussed the experiential marketing paths for Shopping Mall, with hope to enhance competitiveness of Shopping Mall.
