电子商务环境下传统零售店铺体验营销模式探讨

发布时间：2018-02-09 23:22

本文关键词： 零售门店电子商务体验营销知觉模型　出处：《商业经济研究》2015年01期 　论文类型：期刊论文

【摘要】：零售店铺面对电子商务大环境及不断的价格战,逐步走向了微利时代。体验营销是近年来新兴的营销概念。因此本文对零售门店体验营销模式理论进行探索性研究,试图找出零售门店突破困境的营销思路。首先,探讨电子商务环境下零售门店的经营现状,并在此基础上提出零售门店体验营销,最后,构建零售门店体验营销模式。
[Abstract]:In the face of the e-commerce environment and the constant price war, retail stores have gradually moved towards the era of micro-profit. Experience marketing is a new marketing concept in recent years. Therefore, this paper makes an exploratory study on the theory of retail store experience marketing model. This paper tries to find out the marketing ideas of retail stores to break through the predicament. Firstly, it discusses the current situation of retail stores under the environment of electronic commerce, and puts forward the experience marketing of retail stores on the basis of this. Finally, it constructs the experience marketing mode of retail stores.
【作者单位】：绵阳职业技术学院;
【基金】：四川省2014年市厅级科研课题项目,编号:14SB0399
【分类号】：F724.6;F724.2

【参考文献】