迪卡侬长沙芙蓉北路店体验营销策略研究摘 要体验营销的观念随着体验经济时代的到来应运而生，作为一种以满足顾客体验需求为核心的营销模式，它通过为顾客创造美好的、值得回味的体验，最大程度满足消费者个性需求，为顾客创造新的价值。同时企业与顾客的距离也因体验的过程而被缩短，这种营销模式也让企业在激烈市场竞争过程中具有更强的竞争力。近年来，国内越来越多的企业开始重视体验营销策略，但由于经验不足、可借鉴案例太少等原因，许多国产体育用品企业在制定企业体验营销策略时还存在诸多问题。迪卡侬作为欧洲第一、世界第二大的体育用品零售商，自从 2003 年进入中国大陆以来，凭借其独特的经营理念和营销模式很快站稳脚跟并迅速发展。截止至 2019 年 12 月 31 日，迪卡侬在大中华区的商场数量达到 294 家，员工数量超过 18000 人。长期以来，迪卡侬都十分重视体验营销策略在经营过程中的应用。 本文在体验营销的理论基础下，以迪卡侬长沙芙蓉北路店为例对迪卡侬体验营销策略进行分析，剖析目前迪卡侬在体验营销策略实施中存在的问题并尝试给予切实可行的对策和建议，并为国产体育运动品牌在制定其体验营销策略时提供一定借鉴。【关键词】迪卡侬；体验营销；营销策略AbstractThe concept of experiential marketing came into being with the advent of the era of experience economy. As a marketing model that satisfies customer experience needs, it can satisfy consumers' individual needs to the greatest extent by creating beautiful and memorable experiences for customers. Create new value for customers. At the same time, the distance between the enterprise and the customer is shortened due to the experience process. This marketing model also makes the enterprise more competitive in the process of fierce market competition. In recent years, more and more domestic companies have begun to attach importance to experience marketing strategies. However, due to lack of experience and too few examples to learn from, many domestic sports goods companies still have many problems when formulating enterprise experience market...
