摘要在服务经济、互联网经济的浪潮过后，体验经济正在悄然发展当中，目前我国社会经济形势正从互联网信息时代逐步转为体验经济时代，人们的消费观念和消费行为也随之发生变化。以前更多地是强调产品的实用性，现在逐渐转变为注重消费过程中自身的体验感。那些愉快、特别的体验会促使消费者们出现重复购买的行为，形成品牌忠诚。因此，学者们也开始研究顾客体验和品牌忠诚两者之间的关系。本文选取家居零售业中，顾客体验营销做得非常出色的国际知名品牌宜家家居作为研究对象，通过查找有关的文献和资料，对两者的理论进行归纳整理，从而为实证研究提供理论基础。再将其理论结合宜家家居体验营销战略进行科学分析，同时发放定量的调查问卷，进行数据分析，论证顾客体验与品牌忠诚之间的关系。结果表明，消费者体验中的感官体验、情感体验和关联体验这三个方面的确会对品牌忠诚带来积极的影响，因此认为在家居零售行业内，为消费者营造良好的体验氛围有助于企业提高品牌忠诚。最后也希望从数据中分析宜家家居目前营销策略需要继续加强的部分，对其提出切实可行的建议。然后结合宜家目前在体验营销方面的优势及改进建议，对我国家居零售行业未来发展起到启示的作用。。关键词：家居零售业；顾客体验；品牌忠诚AbstractAfterthewaveofserviceeconomyandInterneteconomy,theexperienceeconomyisquietlydeveloping.Atpresent,thesocio-economicsituationinChinaisgraduallychangingfromtheInternetinformationeratotheexperienceeconomyera,andpeople’sconsumptionconceptsandconsumerbehaviorshavealsochanged.Inthepast,moreemphasiswasputonthepracticalityoftheproduct,andnowithasgraduallyshiftedtofocusingonitsownexperienceintheconsumptionprocess.Thosehappyandspecialexperienceswillleadconsumerstorepeatpurchasesandformbrandloyalty.Therefore,scholarshavealsobeguntoconductrelevantresearchoncustomerexperienceandbrandloyalty.ThisarticleselectsIKEA,awell-knowninternationalbrandinthehomeretailindustry,whichhasdoneaverygoodjobofcustomerexperiencemarketing.Throughthesearchforrelevantliteratureanddata,itsummarizesthetheoriesofthetwo,thusprovidingatheoreticalbasisforempiricalresearch.ThencombineitstheorywiththeIKEAexperiencemarketingstrategytoconductscientificanalysis,andissuequantitativesurveyquestionnairestoconductdataanalysistodemonstratetherelationshipbetweencustomerexperienceandbrandloyalty.Theresultshowsthatthethreeaspectsofsensoryexperience,emotionalexperienceandassociatedexperienceinconsumerexperiencedohaveapositiveimpactonbrandloyalty.Therefore,itisbelievedthatinthehomeretailindustry,creatingagoodexperienceatmosphereforconsumershelpsCompaniesimprovebrandloyalty.Finally,wealsohopetoanalyzethedatafromtheIKEAcurrentmarketingstrategyneedstocontinuetostrengthenthepartoftheproposedpracticalrecommendations.Then,combinedwithIKEA'scurrentexperienceinmarketingexperienceandsuggestionsforimprovement,itwillplayaninspirationalroleforthefuturedevelopmentofChina'shomeretailindustry..Keywords:homeretail;customerexperience;brandloyalty目录摘要.............................................................................................................................1ABSTRACT........................................................................................................................2第1章绪论....................................................................................................................11.1研究背景和目的...................................................................11.2中国家居零售行业发展现状...............................21.3研究意义...................................................
