"迪卡侬大朗店体验式营销模式研究及优化建议"

Abstract: With the development of society, the diversification of consumption forms has led to the arrival of the experience economy era. Experience marketing model, as an "advanced" model of service economy, pays more attention to consumers' spiritual needs, provides consumers with psychological and spiritual enjoyment, and satisfies consumers' product and shopping experience. This article focuses on Decathlon Da Lang store as the object of analysis, through reading a large number of literature and journals, as well as conducting telephone interviews with store employees to inquire about the current situation of experiential marketing at Decathlon Da Lang store. The article first briefly introduces the application of experiential marketing at Decathlon Da Lang store, then identifies the shortcomings under its unique marketing model, and finally proposes optimization strategies and suggestions for experiential marketing at Decathlon Da Lang store. Through the analysis of Decathlon Da Lang store's experiential marketing model, it is summarized that there are issues such as incomplete sensory experience, imperfect convenience service experience, incomplete service experience content, lack of diverse activity experiences, and inconvenient action experiences. In order to solve these issues, the managers of Decathlon Da Lang store need to continuously improve sensory experience, perfect convenience service experience, enhance service experience content, enrich activity experiences, and adjust product structures to adapt to this vast and unique market. Keywords: sensory experience, service experience, content experience, action experience.