Research On Marketing Strategy Of T Department Store Scene Experience Store

With the popularization of Internet devices and the continuous process of urbanization in China,mobile Internet and big data are developing rapidly,and Internet e-commerce and "new retail" are rapidly expanding the market.At the same time,the 80 and 90 groups have become the main consumer groups,and the consumption has been upgraded to the main direction.The new consumer groups' demand for experience,customization,entertainment and social interaction has led to great changes in marketing strategies.Correspondingly,the increasingly fierce homogenization competition among traditional department stores,coupled with the disadvantages of traditional department stores themselves,has gradually squeezed the profit space of traditional department stores.However,from another perspective,the arrival of the "Internet +" era also brings new development opportunities to traditional department stores.By means of literature review,this paper introduces the classic research theories of experience marketing and scene marketing in management science,as well as the theory of social presence and its innovative application in marketing strategies.By analyzing the current macro environment,industrial environment and competitive environment in China,as well as the internal resources of department store T,this paper finds out the advantages of department store T in the industry competition,analyzes the current experience marketing strategies of department store T,and puts forward feasible Suggestions.This paper puts forward the building path of scene experience store from four aspects of sensory perception,behavior guidance,communication and emotion.Comprehensive the above viewpoint,this article T department as the typical representative of the traditional department stores were analyzed,and through the research of this paper can help enterprises to adjust their marketing strategy,attaches great importance to the scene,telepresence and optimization experience for customers and society,and to adapt to the change of the era of mobile Internet experience marketing strategy,help the department achieve competitive advantage in the future.