The Researchon Of Experiential Supermarket Space Planning And Design

Type of experience economy era, far-reaching impact on the enterprise, one of the most important aspects in enterprise marketing concept. Like bird- Dr. Schmidt(Bernd H.Schmitt) in what he wrote "experience marketing" and "experiential marketing" a book that, experience marketing, experiential marketing) stand in the consumer’s sense, feel, think, act, relate in five aspects, redefine and marketing design way of thinking. This way of thinking is a breakthrough of the traditional "rational consumer" the assumption that the consumer is both rational and emotional, consumers in consumption, consumption, consumption experience, is key to the study of consumer behavior and brand management.In the 1980’s of China, department store was the subject of Chinese retailing industry; at the early 90 s of 20 th Century, supermarket industry was born; in the mid 1990 s, domestic department industry had its glorious period; however, department industry mired in a deep malaise while supermarket industry was reaching its puberty in the late 1990s; Enter 21 centuries, domestic supermarket industry achieved its zenith by having two different styles of store: large scale wholesale pattern hypermarket with massive storage racks and convenient supermarket. At the meanwhile, E-commerce and foreign investment companies had entered the stage of Chinese retailing industry while department store transformed into large-scale comprehensive shopping mall. In the 2010 s, shopping mall, E-commerce, and hypermarket are having their own heyday.A battle of Chinese business market had started. E-commerce had taken a favorable position by providing relatively low price goods and letting customers to experience for indoor shopping. “Comprehensive” is the best adjective to describe the subject of shopping mall. Dining, Movie Theater, and entertainment are the reality themes that made shopping mall became irreplaceable to E-commerce. In addition, an enormous flow of people are attracted by the large scale luxury shop in shopping mall. Foreign investment companies launched an acute “Enclosure Movement” in Chinese retailing industry. Domestic supermarket enterprise proposed a slogan “Experiencing Shopping” at this appropriate timing. Therefore, a question came out to be- how to accomplish the most suitable “Experiencing Shopping” hypermarket by its overall design?In this thesis, we will analyze current situation for the development of Chinese supermarket industry, intensive research the design of “Experiencing Shopping” supermarket, discuss the future developing path for this type of design pattern, and provide suggestions on progressively optimized and development of Chinese supermarket industry.