Study On The Experiential Marketing Model Of Brick-and-mortar Bookstores Under The Background Of "New Retail"

Brick-and-mortar bookstores have long been regarded by the public as a beautiful landscape in the city.However,in recent years,the development of brick-and-mortar bookstores is not optimistic.In the market,a large number of brick-and-mortar bookstores are in a dilemma due to the impact of the rise of online bookstores,the popularity of e-readers and the rising operating costs.A large number of brick-and-mortar bookstores closed down during the decade of rapid development of the Internet,and the situation is expanding and spreading.The reasons are as follows: first,the prosperity of digital reading market and the rapid development of mobile payment;second,in the era of experience economy,with the development of Internet and information technology,the demands of Chinese consumers have entered a new stage of more diversification and rapid changes.The era of pure e-commerce is a "thing of the past",now the retail industry is shifting from the seller's market to the buyer's market.At the cloud conference in 2016,Jack Ma formally put forward the concept of "new retail" for the first time,and then the research and practice around "new retail" emerged in an endless stream."New retail" is to emphasize the use of big data,cloud computing and other new technology means,the "people","goods" and "field" three comprehensive get through,online,offline and logistics perfect integration,pay more attention to the needs and experience of users.Under the new retail outlet,the book retail area,part of the operator is aware of the "new retail" can create higher profits,have to include the "new retail" in marketing strategy,such as Dangdang,Jingdong,Tmall online book retailing giant,all have their own advantages in combination with creative line layout.Nowadays,"new retail" provides new opportunities for the development of physical bookstores,and experiential marketing is the most effective "magic weapon" of physical bookstores at present.Traditional experiential marketing is bound to be adjusted with the change of the new retail model.A few years ago,the intense market competition has made many bookshops operator is aware of the importance of the upgrade consumer experience,part of the entity bookstore in aggressively marketing measures to improve the user experience,but if you don't know what book retailing in a new marketing background,don't know the real demand,don't understand the true content of the experience marketing,will only make the marketing homogeneity serious.Therefore,it is the motivation of this paper to study how to do a good job in experiential marketing of physical bookstores under the background of "new retail".In this paper,the theory and the "new retail" experience marketing,combining with the "new retail" theory as the breakthrough point,using literature analysis,case analysis,field survey method and other methods,in bookstores,DaikanyamaT-Site,Tmall zhida bookstore,Dangdang bookstore etc.Combining the new retail experience marketing with good entity bookstore as an example,analyzes its characteristics and successful experience marketing.DaikanyamaT-Site precisely locates the experience scene,deeply excavates the image of readers,and shapes the attitude of life by creating a good experience scene for it.Tmall zhida bookstore makes full use of big data,cloud computing,artificial intelligence and other technical means advocated by "new retail",and creates an intelligent bookstore with "no sense payment","no one to guard" and "no one to operate".Dangdang bookstore implements the deep integration of online and offline in the "new retail" and adopts the "O+O" mode of online and offline integration,making up for the natural weakness of physical bookstores and walking out a road of experience marketing with new characteristics.Through the case analysis,this paper sums up the entity bookstore in the context of the "new retail",in the key moment of the retail industry reshuffle,should from the "new retail" through "people,goods,scenario" relationship,strengthen the use of big data and technical means such as artificial intelligence.Finally,the article forecasts the future under the background of new retail entity bookstore could face new challenges,online is a lack of advanced connection,low sensitivity and acceptance technology,imperfect marketing strategy implementation of the safeguard,in order to solve these problems effectively,respectively be targeted analysis and put forward the optimization strategy,including strengthening "O+O" depth fusion,using new technology to upgrade smart experience,ensure the smooth implementation of improvement strategies.Through the assumption of these optimization strategies,the author hopes to provide useful reference for the marketing development and transformation and upgrading of brick-and-mortar bookstores in the future.