Research On The Influence Of Experiential Marketing On The Attractiveness Of Shopping Mall

With the rapid development of the economy and the foreign capital injection after the reform and opening-up policy of China, the resale of our country is growing fast, and subsequently emerged a large number of emerging retail formats,the shopping mall as the symbol of the resale is improving very rapidly, it contains shopping、food、entertainment、lounge and so on. Various customer experiences make the shopping mall adaptable to the current experiential economy and the advanced experiential marketing. Based on the statement above, the shopping mall cannot develop without the experiential marketing, and the only way to satisfy the various and personalized demand of customers is making use of the experiential marketing and improving the service quantity. Only in this way, the customer can have a good shopping experience, and then the shopping mall will be more attractive,which make the enterprise sustaining and booming.Firstly, based on the reference and logical inference, the author built the theoretical model and made some related assumption. Secondly, the author researched the 103 sample data collected and then made the final questionnaires. Afterwards, the author used data analysis software- spss19.0 to analyze the 345 valid data and concluded that the experiential marketing has positive influence on the attractiveness of shopping mall; the experiential marketing has positive influence on the customer satisfaction; the customer satisfaction is the intermediary of the experiential marketing and the attractiveness of shopping mall. Finally,according to the result of analysis and relevant management practice, the author proposed some related advice for the shopping mall.This article studied the experiential marketing influence on the attractiveness of shopping mall from the customer perspective, built the relation model between the experiential marketing and the attractiveness of shopping mall, and verified the intermediary effectiveness of the customer satisfaction. The purpose of this article is to give the shopping mall some management advises, increase its attractiveness, and make the enterprise sustaining and booming.