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论文编号：	15863
作者编号：	2320234116
上传时间：	2025/12/11 13:38:20
中文题目：	物美超市体验营销策略研究
英文题目：	Research on the Optimization of Experiential Marketing Strategy for Wumart Supermarkets
指导老师：	杜建刚
中文关键字：	物美超市；体验营销；顾客满意
英文关键字：	Wumart Supermarkets；Experiential Marketing；Customer Satisfaction
中文摘要：	摘要 本文以中国领先的零售企业物美超市为案例，聚焦于其在体验经济时代下面临的挑战与机遇，系统研究其体验营销策略的优化路径。随着市场竞争的加剧和消费者需求的升级，传统的价格战已难以维系企业增长，通过打造卓越的顾客体验来构建差异化优势，成为物美超市转型的关键。 研究基于伯恩德·H·施密特（Bernd H. Schmitt）的“五种战略体验模块”理论，构建了包含感官、情感、思考、行动和关联体验的分析框架。通过运用文献研究、实地考察，并结合针对物美超市学清路店的问卷调查，研究采用重要性-绩效分析法（IPA）对收集的数据进行深入诊断。分析结果表明，物美超市的感官体验总体良好，情感体验具备一定基础，但在思考、行动和关联三大体验维度上存在显著短板。具体而言，顾客对产品信息的清晰度、店内活动的互动性、服务流程的效率以及品牌社群归属感等方面的满意度，远低于其对这些因素的重要性认知，这构成了当前影响顾客满意度和忠诚度的主要障碍。 针对上述诊断结果，本文为物美超市制定了一套系统化的体验营销策略。在感官体验上，提出强化多维刺激与优化空间动线；在情感体验上，着力于完善服务标准与深化客群互动；在思考体验上，致力于通过优化互动体验和完善信息支持来激发顾客认知；在行动体验上，通过扩展活动设计与优化服务流程引导顾客参与；在关联体验上，则通过升级社交媒体互动与加强社群推广来构建品牌社群。这些策略相互关联，以全方位提升顾客在购物旅程中的体验价值。 为确保策略的有效落地，本文进一步从组织、人力、技术和制度四个维度设计了全面的实施保障体系。该体系包括成立跨部门领导小组、构建与体验挂钩的培训与激励制度、建设顾客数据平台（CDP）与应用智能硬件技术，以及制定标准服务流程（SOP）和培育以顾客体验为中心的企业文化。 本研究的理论意义在于丰富了体验营销理论在中国传统零售企业转型情境下的应用与验证。在实践层面，不仅为物美超市提供了具有可操作性的策略方案与实施蓝图，也对处于相似转型困境中的国内零售企业具有重要的借鉴意义。最终，本研究强调，在激烈的市场竞争中，基于系统性诊断和坚实保障体系的体验营销，是传统零售企业实现可持续竞争优势的核心途径。 关键词：物美超市；体验营销；顾客满意
英文摘要：	Abstract This thesis takes Wumart Supermarkets, a leading retail enterprise in China, as a case study to systematically investigate the optimization of its experiential marketing strategies in face of the challenges and opportunities in the age of the experience economy. With intensifying market competition and evolving consumer demands, traditional price wars are no longer sufficient for sustaining growth. Creating superior customer experiences to build a differentiated advantage has become crucial for Wumart's transformation. Grounded in Bernd H. Schmitt's theoretical framework of the "five strategic experiential modules" (SEMs)—Sense, Feel, Think, Act, and Relate—this research constructs an analytical model covering these five experiential dimensions. Utilizing a mixed-methods approach involving literature review, field investigation, and a questionnaire survey conducted at the Wumart Xueqing Road store, the study employs Importance-Performance Analysis (IPA) to diagnose the collected data. The findings reveal that while Wumart's Sense and Feel experiences are relatively strong, significant deficiencies exist in the Think, Act, and Relate dimensions. Specifically, customer satisfaction regarding aspects such as clarity of product information, interactivity of in-store activities, efficiency of service processes, and sense of brand community belonging falls considerably short of their perceived importance, representing the primary obstacles to enhancing customer satisfaction and loyalty. In response to these diagnostic results, the thesis formulates a comprehensive set of optimized experiential marketing strategies for Wumart. For Sense experience, it proposes enhancing multi-sensory stimulation and optimizing spatial layout and customer flow. For Feel experience, the focus is on perfecting service standards and deepening customer interaction. To strengthen Think experience, strategies aim to stimulate customer cognition through optimized interactive experiences and improved information support. For Act experience, the approach involves expanding activity design and streamlining service processes to guide customer participation. Finally, for Relate experience, strategies center on upgrading social media interaction and strengthening community promotion to build a brand community. These interconnected strategies are designed to holistically enhance the experiential value throughout the customer journey. To ensure effective implementation, the thesis further designs a robust safeguard system encompassing organizational, human resource, technological, and institutional dimensions. This system includes establishing a cross-departmental leadership team, building training and incentive systems linked to experience, developing a Customer Data Platform (CDP) and applying smart hardware technologies, as well as formulating standard service procedures (SOPs) and cultivating a customer-experience-centric corporate culture. The theoretical significance of this research lies in enriching the application and validation of experiential marketing theory within the context of traditional Chinese retail transformation. Practically, it provides Wumart with actionable strategic recommendations and an implementation blueprint, while also offering valuable insights for other domestic retailers facing similar transitional challenges. Ultimately, this study emphasizes that experiential marketing, based on systematic diagnosis and supported by a solid implementation framework, is a core pathway for traditional retail enterprises to achieve sustainable competitive advantage. Keywords: Wumart Supermarkets；Experiential Marketing；Customer Satisfaction
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