The Research Of Influence Of Experience Factors To Customers Shopping Satisfaction In Supermarket

Coupled with improvement of the standards of income and living, the traditional materialconsumption have not fully meet the needs of consumers, people in the process ofconsumption pay more attention on the satisfaction of spiritual needs, large supermarket withall merchandise low prices and convenient way of consumption, attracted many consumers inChina and have achieved rapid development in recent years. On the one hand, with thedomestic and foreign supermarkets accelerate layout in the Chinese market, marketcompetition is increasingly fierce, especially at the aspects of price competition has entered awhite hot state, in the meanwhile, the supermarket as a main body of business only continueto profit, in order to maintain its survival, when the products price near the product cost, theenterprise profit space more and more narrow. On the other hand, the development of networkeconomy, such as electronic commerce, etc, its borders, full-time, the characteristics of virtualsex can make consumers in a wide range choose goods at lower prices, further exacerbatingthe retail competition, because the network of consumer goods prices are generally lower thantraditional retail industry, under this condition, the price has already not the only way toattract consumers, in the approaching of completely competitive market, how to define thecustomer value, launch a new round of competition, will be a new problem in the large-scalesupermarket management.Experience marketing emphasis on meeting the demand of people’s experience, it thinkthat humans are bounded rationality between completely rational and perceptual person,except pursuing product use value, they also pursue the psychology in the process ofconsumption. the goal to carry out the experience marketing let consumer gain a unique insensory and mental feeling, in the process of the pre-sale, sale and after-sale process, leave agood impression, and improve satisfaction. Experience marketing is to achieve the purpose ofcustomer satisfaction, and meet the requirements of customers which have not express, morethan expected experience of the customer satisfactory, and only in touch consumer heart,make it leave a good and deep impression, to win consumer preferences in order to occupythe market with higher price to get more than the industry average.Traditional supermarket management focus their attention on shopping conveniencecomplete product and low price, and at the same time large supermarket as a service industry,due to the direct contact with the consumers, in itself there are many experience factors, in the process of consumers shopping at large supermarkets, which experience factors exist? Is therea significant impact on consumer behavior? Large supermarket how to use the experiencefactors and better to carry out the experience marketing? These problems will be the focus ofthe research in this paper.First of all, the paper describes experience marketing, and related theories. Then, fordomestic large supermarket experience marketing present situation, the necessity, problemsand internal and external factors are analyzed. Again, experience marketing can be dividedinto perception, emotion, thought, action, and association five dimensions, and through theempirical analysis to explore if the experience factors affect consumer satisfaction, how itimpact? If it is, rise the experience marketing strategy combination about the supermarketmanagement.