实体零售店顾客体验的研究

Customer Experienceat Retail Shops

随着互联网技术的高速发展,网络零售业也迅速发展起来,传统实体零售业受到严重冲击。从体验经济理论视角分析发现实体零售店不注重发挥顾客体验优势,并且顾客体验方式设计也不够合理。因此提出从商品本身、服务方面、环境方面以及利用多种互联网手段来提高顾客体验,帮助实体零售店走出当前困境。

With the boom of Internet technology, online retail industry grows rapidly, bringing huge impact on the traditional retail industry. It is found that retail shops pay low attention to taking advantage of customer experience and the customer experience methods are unreasonable with an analysis from the perspective of the experience economy. As a result, to help retail shops overcome current difficulties, strategies for promoting customer experience are proposed from the aspects of product, service, environment, and by using means of Internet.