Research On Metersbonwe's Experience Marketing Strategy Under The New Retail Model

The rapid development of Internet and information technology makes the traditional retail enterprises face urgently transformation.Consumer demand in China stepped into a new era of sharp change,consumption,consumption idea,great changes have taken place,make a strong impact on retail and change.The emergence of the "new retail",to build the relationship between people,goods,scene.To understand underlying demand;Based on user demand for research and development products;Create online and offline different experiential consumption scenarios.The core of the new retail and experience marketing all focus on user experience.But in this new mode is advocated by the experience of ecosystem not only refers to the retail enterprises "monologue".As a result in the whole experience of scene design,we also pay close attention to employees,partners,etc.The traditional marketing model has been difficult to achieve the business objectives of the enterprise,it requires retail enterprises should on the basis of new retail model to deepen the contents of the experience marketing and strategy.Metersbonwe as the representative of 020 transformation enterprise,in the attempt to do a lot of experience marketing,although metersbonwe is trial and error,but also the side reflects the determination and perseverance in the transformation of the traditional retail enterprises.In view of this,this article in the new retail model,experience marketing,on the basis of relevant theories,such as literature research,case analysis and interview method,through to the metersbonwe status and analysis of the macro and micro environment the experience marketing in the new retail mode existing problems and the reasons.And relative to some specific Suggestions are put forward to solve these problems.Finally,in order to ensure that these strategies effective implementation,also from the organization's support,information support and overall user experience management strategy to ensure the three aspects.Hope this research can be reference for other retail enterprises,make them in this new mode can improve their competitive ability.