摘 要进入二十一世纪，随着消费形态的改变，我国的经济朝着更加多的方向演进，我国经济也正式进入体验经济的阶段，随之产生的消费者的体验需求在经济活动中与日俱增。体验式营销最重要考量指标是消费者满意度。消费者的需求能提升企业产品的难度，也能让消费者获得特定的心理需求和满足。在产品差异化逐渐消失的环境下，企业若能创造独一无二的体验，就可以更加具有竞争优势。86308

为了研究体验营销对消费者购物满意度的影响，可以设计“迪卡侬体验营销调查问卷”，以镇江迪卡侬消费者为对象，采取简单随机抽样，发放问卷，然后运用SPSS软件，通过叙述性分析、信效度分析、相关分析、回归分析等方法围绕体验营销的5个维度（感官体验、情感体验、思考体验、行动体验、关联体验），与顾客满意度的相关性进行，得出以下结论：

（1）体验式营销与消费者满意度成正向相关；

（2）感官体验是其中最重要的影响因素。

毕业论文关键词：体验营销；消费者满意度；迪卡侬

The influence of experiential marketing on consumer satisfaction——Take Decathlon as an example

Abstract The twenty-first century， China's economic evolution toward more direction， with the changes in consumption patterns。 From an agricultural economy， industrial economy， service economy and then to experience economy， consumer demand experience on trading activities has become one of the main factors。 Experiential marketing is to meet the spiritual and psychological needs of consumers。 It is an important indicator of customer satisfaction。 By focusing on consumer demand， experiential marketing will help to enhance product value， but also allow consumers to obtain specific psychological needs and preferences。 In product assimilation environment， if the company can create a unique experience they can have a competitive advantage。

In order to study the influence of experiential marketing on consumer satisfaction——Take Decathlon as an example。 By studying the sensory experience， emotional experience， thinking experience， mobile experience， related experience and customer satisfaction， we can design "Decathlon experiential marketing questionnaire。 By this research, author take Zhenjiang Decathlon consumers as objects we take a simple random sampling and questionnaire。 With narrative analysis， reliability and validity analysis， correlation analysis， regression analysis， we can study the relationship between experiential marketing and Customer Satisfaction。 We can draw conclusions later:

(1)Experience marketing and customer satisfaction is a positive correlation

(2)Sensory experience it is the most important factor

Key words: Experiential Marketing; Consumer Satisfaction; Decathlon

目 录

1 绪论 7

1。1 选题的目的和意义 8

1。1。1 选题的目的 8

1。1。2 选题的意义 8

1。2 国内外研究综述 8

1。2。1 体验营销研究综述 8

1。2。2 消费者购物满意度研究综述 9

1。2。3 迪卡侬营销策略研究综述 9

1。3 研究内容、预计创新点和难点 9

1。3。1 研究内容 9

1。3。3 研究难点 10

1。4研究思路和研究方法