购物中心在体验经济下的营销创新路径探析

The Experiential Marketing Paths for Shopping Mall in the Experience Economy

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。

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 customersp 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.