近年来，国家宏观经济形势稳中有进，国民收入持续增加，国内消费升级趋向显 著，并随着科学技术的日新月异和相关技术应用的逐步推广，零售企业迎来了新的发 展时期。而消费需求变化万端，消费者代际更替，资本蜂拥而至，传统零售行业受到 多重冲击，零售业企业和管理者们面临严峻的挑战。在此机会与风险并存之际，探索 新的经营之道，挖掘和适应市场和消费者，完善零售商业模式，升级改造服务内容， 构建新的零售模式为零售企业和管理者们必须思考和决策的问题，而体验式营销作为 一种重要的市场营销策略，一种良好的零售解决方案，一种友好的客户关系管理方 法，正在被人们越来越广泛地认知、接受并实践于零售行业。本文以大连 GM 公司为案 例，探讨体验式营销的理论应用和解决实际问题。 本文将针对大连 GM 公司在市场营销方面出现的主要问题进行深入研究。首先，就 企业的基本情况、行业背景进行梳理，叙述企业真实的典型案例，聚焦企业市场营销 方面的问题，即，成套销售减少局限单品、顾客需求难以触及、市场营销竞争力表现 不足。然后，根据相关理论进行案例分析，对企业所处的宏观环境、竞争环境进行分 析，对消费者进行分析，对企业体验式营销的现状进行分析，得到发现与结论。最 后，运用体验式营销 6E 组合和客户体验管理理论设计大连 GM 公司体验式营销方案， 并且提出方案保障措施。本文以体验式营销的理论和方法为主要依据，结合企业市场 营销的实际情况，设计方案和提出建议，以此来应对激烈多变的市场竞争、日益升级 的消费需求以及革新发展的商业趋势。希望本文研究提出的体验式营销方案和建议， 可以给予研究企业——大连 GM 公司一定的参考价值和积极的促进意义。 关键词，市场营销；体验式营销；零售大连GM 公司体验式营销案例研究 - II - A Case Study on Experiential Marketing of Dalian GM Company Abstract In recent years, the China's macro-economy has grown steadily, people's incomes are increasing, the upgrading trend of domestic consumption is obvious, and with the rapid development of science and technology and the application of related technology gradually promoted, retail enterprises are experiencing new developments. While domestic consumption demand changes, generational changes, capital surges, traditional retail industry has suffered multiple shocks, retail companies and managers are also facing severe challenges. At the time of opportunities and risks, exploring new ways of operation, mining and adapting to the market and consumers, improving the retail business model, upgrading and transforming service content, and building new retail formats have become issues that must be considered and decided by retail enterprises and managers. Experiential marketing, as an important marketing strategy, a good retail solution, and a friendly customer relationship management method, is being more and more widely recognized, accepted and practiced in the retail industry. This paper takes Dalian GM Company as a case to study the theory application and practical problem solving of experiential marketing. This paper studies the major problems of Dalian GM Company in marketing. Firstly, the paper introduces the basic situation and industry background of the company, and describes the typical cases, focuses on the problems of the company’s marketing, that is: the sale of complete sets of products is reduced, the customer demand is difficult to obtain, and the marketing competitiveness is underperforming. Then, according to relevant theories, the paper studies the cases and analyzes the macro and competitive environment, the consumers and the current situation of experiential marketing of the company, and obtains the conclusions. At last, the paper designs the experiential marketing plan of Dalian GM Company with the experiential marketing 6E combination and customer experience management, and puts forward the safeguard measures. Based on the theories and methods of experiential marketing, this paper designs plans and suggestions combined with the actual situation of the company marketing to cope with the fierce and changeable market competition, the increasingly upgraded consumer demand and the business trend of innovative development. It is hoped that the experiential marketing plans and suggestions proposed in the paper can provide certain reference value and positive promotion for the research enterprise—Dalian GM Company. Key Words，Marketing; Experiential marketing; Retail大连理工大学专业学位硕士学位论文 - III - 目 录 摘要.............................................................................................................................I Abstract ............................................................................................................................. II 1 绪论.............................................................................................................................. 1 1.1 本文研究的背景............................................................................................... 1 1.2 本文研究的目的与意义................................................................................... 1 1.3 本文研究的方法与思路................................................................................... 2 1.3.1 研究的方法............................................................................................ 2 1.3.2 研究的思路............................................................................................ 2 2 案例正文...................................................................................................................... 4 2.1 公司基本情况................................................................................................... 4 2.2 行业背景介绍................................................................................................... 5 2.3 案例事件叙述................................................................................................... 7 2.3.1 顾客去哪儿了........................................................................................ 7 2.3.2 “明星门店”销售显疲态 ........................................................................ 8 2.3.3 公司市场营销的破局之路.................................................................... 9 2.4 营销问题显现................................................................................................. 10 2.4.1 成套销售减少局限单品...................................................................... 10 2.4.2 顾客需求难以触及.............................................................................. 11 2.4.3 市场营销竞争表现不足...................................................................... 12 2.5 营销问题总结................................................................................................. 13 3 案例分析.................................................................................................................... 15 3.1 相关理论依据................................................................................................. 15 3.1.1 体验式营销理论.................................................................................. 15 3.1.2 客户体验管理理论.............................................................................. 19 3.1.3 PEST 分析模型.................................................................................... 21 3.1.4 波特五力模型理论.............................................................................. 21 3.2 大连 GM 公司营销问题分析 ........................................................................ 22 3.2.1 大连 GM 公司宏观环境分析 ............................................................. 22 3.2.2 大连 GM 公司竞争环境分析 ............................................................. 26 3.2.3 大连 GM 公司消费者分析 ................................................................. 29 3.2.4 大连 GM 公司体验式营销现状分析 ................................................. 31大连GM 公司体验式营销案例研究 - IV - 3.3 大连 GM 公司营销现状分析总结 ................................................................ 34 4 体验式营销方案设计与保障措施............................................................................ 36 4.1 体验式营销方案设计的原则......................................................................... 36 4.2 体验式营销流程方案设计............................................................................. 36 4.2.1 家庭生活体验主题.............................................................................. 36 4.2.2 多元丰富体验情境.............................................................................. 37 4.2.3 独特品质体验事件.............................................................................. 39 4.2.4 加深体验角色浸入.............................................................................. 39 4.2.5 优化顾客体验印象.............................................................................. 40 4.2.6 延展顾客社交网络.............................................................................. 40 4.3 客户体验管理方案......................................................................................... 40 4.3.1 理解品牌价值...................................................................................... 40 4.3.2 体验期望管理...................................................................................... 41 4.3.3 确定关键体验...................................................................................... 41 4.3.4 体验差距弥补...................................................................................... 41 4.3.5 制定纠偏方案...................................................................................... 42 4.4 保障措施......................................................................................................... 43 4.4.1 组织与人力资源支持.......................................................................... 43 4.4.2 供应链支持.......................................................................................... 44 4.4.3 体验式营销宣传支持.......................................................................... 45 4.4.4 体验门店建设支持.............................................................................. 46 4.4.5 客户体验管理支持.............................................................................. 47 4.4.6 体验式营销品牌支持.......................................................................... 47 结 论..........................................................................................................................49