Study On The Influence Of Experiential Marketing On The Repurchase Intention Of Hema Store Consumers

As socialism with Chinese characteristics has entered a new era,the principal contradiction facing Chinese society has evolved.What we now face is the contradiction between unbalanced and inadequate development and the people's ever-growing needs for a better life.In addition to the basic consumption required by daily life,the consumption demand of Chinese people for the service of improving living environment,transportation and quality of life is growing gradually.In the form of consumption,personalized consumption is becoming more and more popular.Based on the market changes,the traditional retail trade shows a tendency of malaise,like wal-mart,rt-mart supermarket chain giant would have to close some poor shop to deal with the current tough economic times,and on the other hand,the Internet technology is also in constant to promote new form of industry produce.Ma proposed the new retail concept of "online+offline+logistics" in 2016.In the following years,new retail projects such as Hema Store and Yonghui Super Species were developed and expanded.As an excellent representative of new retail enterprises,Hema Store can continuously attract customers.Experienced customers are easily attracted to loyal users.Its marketing mode is mainly experience marketing.This paper studies the influence of experiential marketing on consumers'repurchase intention,and puts forward Suggestions on how to implement experiential marketing strategy based on the data analysis results,which has certain theoretical guiding significance for Hema Store and other new retail enterprises.The theories of comprehensive experience marketing and consumers' repurchase intention were taken as the theoretical basis of the research.The questionnaire model set the independent variables based on professor schmidt's strategic experience module,took the repurchase intention of consumers as the dependent variables,and used SPSS statistical software to conduct statistics and analysis of the collected data.By analyzing the influence degree of each dimension of experiential marketing on consumers'repurchase intention,this paper puts forward three suggestions on how to optimize the implementation of experiential marketing strategy:maintaining the advantages of relevance and action experiential marketing,enhancing the strength of emotional and sensory experiential marketing,and improving the strength of thinking experiential marketing.