A Research On Enterprises' Experiential Marketing Strategy In "New Retail" Era

Zhejiang Aokang Shoes Co.,Ltd.(hereafter referred to as Aokang)is one of the leading leather shoes brand enterprise in China,enjoying high reputation in leather shoes industry and unmatched sales nationwide.However,high sales and low gross margin makes its retained profits grow insignificantly.Faced with changing consumer demand and market's development,Aokang has been exploring a way out to revolutionize enterprises so as to break through the existing development bottleneck by virtue of New Retail.Based on theories and analysis methods related to experiential marketing and customers'purchasing willingness,this paper focuses on discussing the issue of Aokang Smart Store's upgrading into New Retail.Firstly,this paper makes a basic judgement of the external environment facing Aokang Smart Store and the developing trend of the industry,and makes a through analysis on the advantages,disadvantages and the value chain.Secondly,based on researches on experimental marketing case of customers' purchasing willingness and field-survey results,this paper analyzes the competition status and market prospect of Aokang Smart Store and point out key factors and competitive point in the upgrading process combining features of C2M project.Lastly,from the perspective of experiential marketing strategies,taking into account the data analysis and the status quo of Aokang Smart Store,combining the developing trend of new retail era,based on consumers' experience,this paper explores the integration of retail industry and new retail and applies the conclusion to marketing strategies,completing enterprises'experimental marketing strategies on the background of new retail.This paper's research achieves the purposes of making research of the competitive environment,internal audit and marketing strategy for Aokang Smart Store.It digs out application advantage of digitalizing of existing smart devises with a further step,providing new ideas for retail enterprises that are weakly informationlized to enhance core competitiveness and reduce operating risks during upgrading process in the new retail era,and at the same time providing certain reference to companies of the same kind.