Research On The Optimization Of RK Brand Consumption Experience

In the context of experience economy,consumers’ preference has shifted from "product" to "experience".Although many traditional enterprises have completed business upgrading and organizational structure reform,started to apply digital management system,moved to online channels and adopted intelligent management mode,they still cannot provide consumers with satisfactory consumption experience.In the end,negative factors such as low traffic conversion rate,poor drainage effect and rising customer cost threaten the high-quality development of the brand.This is the dilemma facing RK,once one of the most successful domestic brands.Based on this,this paper determines the measurement dimension of consumer experience by referring to the existing maturity scale in the literature on the basis of literature research,and then identifies the demand elements of consumer experience in combination with the characteristics of RK brand itself.At the same time,traditional Kano model has fuzzy defects in classification principles and classification results,which affects it to provide scientific decision-making support for brands.Therefore,combined with IPA analysis method,kano-IPA questionnaire is designed,and kano-IPA analysis model is used to conduct empirical analysis on RK brand consumption experience demand factors.The research data show that :(1)product collocation and after-sales service,as basic(necessary)needs,are essential elements of consumer experience demand that consumers think RK brand must have;The four elements of channel consistency,scene experience,store digital infrastructure experience,and social interaction are expected(willing)needs.The six elements of consultation communication,brand image,brand communication activities,information usefulness,post-purchase communication and social image are excitatory(charm)type needs.(2)IPA analysis method identifies the importance of different consumer experience demand factors and the perception of satisfaction,and finds that brand image,social interaction,scene experience and other five factors are the most critical,and consumers attach high importance to them,but their satisfaction is low.(3)According to kano-IPA analysis,the priority order of improvement strategy to optimize RK brand consumption experience is: store scene experience,social interaction,channel consistency,brand image,brand communication activities,social image.Finally,in order to optimize consumers’ consumption experience of RK brand,according to the order of improvement strategies,specific schemes are put forward,including enhancing scene consumption experience,promoting channel consistency,updating brand historical image,enriching brand communication activities,enhancing social interaction experience and strengthening social image function.