Research On Experience Marketing Strategy Of FT Kitchen Electricity Retail Terminal

With the development of the Internet and the change of consumers' lifestyle,the market of physical commerce is increasingly eroded by e-commerce,and the development of physical commerce is facing more and more pressure.Compared with online sales,the biggest advantage of offline retail terminals is that they can provide tangible customer experience that cannot be provided online,including product experience,brand experience,cultural experience,immersion experience and so on.The face-to-face interaction between service personnel and customers in physical stores is more likely to win the trust and recognition of consumers,thus stimulating customers to purchase.In order to obtain more offline traffic and sales transformation in the exciting market competition,FT kitchen appliances began to focus on the improvement and improvement of retail terminal experience marketing.This paper studies the experience marketing strategy of FT kitchen electric retail terminal.The first part of the paper is the introduction,which describes the research background,research purpose and significance of this paper,and summarizes the research on experience marketing at home and abroad.The second part is a theoretical description of the concept,characteristics and related theories and models of experience marketing.The main application of AIDMA consumer behavior model and SEMS strategic experience module and other theoretical knowledge to provide theoretical support for the full text;The third part is the analysis of the internal and external marketing environment of FT kitchen electricity.The fourth part is the analysis of the current situation of FT terminal experience marketing strategy,and finds out the problems and deficiencies in FT terminal experience marketing.The fifth part is the consumer survey of FT kitchen electric terminal experience marketing,which explores consumers' expectation and demand for terminal experience marketing through accompanying shopping.The sixth part is the improvement Suggestions on the experience marketing strategy of FT kitchen appliance terminal.Through the improvement Suggestions on the scene experience,strategic experience module and service experience,the experience marketing of FT kitchen appliance is more outstanding,the sales become simpler and the offline purchase volume is promoted.Through the research on FT kitchen appliance retail terminal experience marketing strategy,it is expected to help FT kitchen appliance achieve better sales performance,and also expect to make certain guidance for other enterprises' terminal experience marketing strategy.Through the change of the experience marketing strategy,help enterprise from a higher level of deeper communication with consumers,build mutual trust and satisfaction,establish long-term cooperation relationship depend on each other,each other to make sales from traditional hard sell,customer blindly accept change as the auxiliary customers establish a good way of life,increase in buying brand awareness,to achieve the purpose of active need products.