新零售背景下苏州孩子王智慧门店体验营销策略研究

Research on the Experience Marketing Strategy of Smart Stores of Kidswant in Suzhou under the Background of New Retail

摘要: 新零售背景下，体验营销作为消费者中心理念的实践载体，面临理论研究滞后于商业发展的现实困境。本文聚焦传统企业数字化转型中的体验营销策略制定问题，以母婴零售标杆案例“孩子王智慧门店”为研究对象，基于SEMS五维模型(感官、情感、思考、行动、关联)构建理论框架，结合4P理论开展混合方法研究。通过深度访谈与问卷调查，揭示其现存问题：感官刺激同质化、情感联结浅层化、用户参与度不足等。据此提出五维优化路径：强化场景化感官记忆、深化情感价值共鸣、构建交互式思考机制、完善行动激励机制、形成社群化关联生态。研究拓展了体验营销理论的应用边界，为传统零售转型提供策略参考，兼具理论价值与实践启示。

Abstract: Under the backdrop of new retail, experience marketing, serving as the practical vehicle of the consumer-centered ideology, is confronted with the actual predicament where theoretical research lags behind commercial development. This paper zeroes in on the issue of formulating experience marketing strategies during the digital transformation of traditional enterprises. Taking the benchmark case of “Kidswant Smart Store” in the maternal and infant retail sector as the research object, a theoretical framework is constructed based on the SEMS five-dimensional model (sensory, emotional, thinking, action, and association), and a mixed-method research is carried out in combination with the 4P theory. Through in-depth interviews and questionnaire surveys, the existing problems are disclosed: homogeneity of sensory stimulation, superficiality of emotional connection, and insufficient user participation. Accordingly, five-dimensional optimization paths are put forward: strengthening scene-based sensory memory, deepening emotional value resonance, establishing an interactive thinking mechanism, enhancing action incentive mechanisms, and forming a community-based association ecosystem. This research extends the application boundary of experience marketing theory, offers strategic references for the transformation of traditional retail, and possesses both theoretical value and practical enlightenment.