A Research On The Contexts Of Sports Brand Terminal Store Based On Experiential Marketing

With the arrival and development of experience economy,experiential marketing comes into being.The consumers are not only consuming products,but also laying more emphasis on the product services and shopping environment.Meanwhile,they focus on the experience effect and real feeling in the shopping process.It has already become an inevitable choice for the brand terminal sales to create good shopping contexts for consumers.The function of sports brand is stronger than other clothing products.It is more likely to resonate with consumption in experience.It also has the higher demand of products and shopping environmental experience from customers.In the competitive domestic and overseas market of sports brands,how to construct the terminal market scenario to satisfy consumers' needs and enhance the brand image value is an extremely significant issue for sports brands.Contexts are not only the background of consumer experience,but also the triggered content,which can greatly influence the purchase behavior of consumers in the shopping process.In the digital society,with the development of consumers' increasingly fashionable and personalized experience needs,brands pay more attention to the planning and exploration of contexts,and combine the online and offline to establish the physical stores in order to provide consumers with a comprehensive experiential contexts in terminal stores.This thesis takes sports brand terminal stores as the research object,and adopts experiential marketing and context theory to conduct in-depth research on the context construction of terminal stores.First of all,this thesis provides a theoretical basis for the research of the primary reasons for the contexts of sports brand terminal market under experiential marketing through the experiential marketing research and context theory in the literature.Secondly,according to the analysis of experiential marketing and context cases of sports brand terminal stores,it proposes the context construction mode of sports brand terminal stores under experiential marketing.In addition,sports brand cases are combined on this basis through the electronic questionnaires form,an empirical research is conducted on the evaluation of the context design characteristics.The impact of context design characteristics on the brand in the context construction,and the relevance degree of context constituent elements and the impact of context constituent elements on the context design characteristics are also analyzed.Ultimately,the research results show that the sports brand terminal market context under experiential marketing should have six context characteristics through SPSS software statistical analysis.They are perception,aesthetics,interaction,concept,association and diversity of context design characteristics.There are three context constituent elements,which were space and design,environment atmosphere and social environment.Six context design characteristics were sold to sports brand terminal.Context design thinking,brand characteristics,brand value,brand culture communication and brand consumer choice have significant correlation.Meanwhile,context space and design,environmental atmosphere and social environment elements have significant impact on the six design characteristics of the context.According to the results of empirical research,the design practice and verification of sports brand terminal store context are carried out.Interviews,surveys and questionnaire data analysis empirical research provide new thoughts and theoretical references for the sports brand terminal market context construction.Retail shopping context of brand enterprises can become a design theory with strong operability and reference value,especially for the sports brand planning and design context researches.From the point of view of design practice,this thesis provides shopping contexts for the planning space design of sports brand terminal stores to meet consumers' perceptual experience needs,so as to maximize the consumer atmosphere and brand image value of brand terminal stores and bring the brand stronger commercial competitiveness.