Abstract：With the advent of the Internet age and rapid development of high technology, online shopping has become an essential part of people's daily lives. But recently, online shopping has gone through downturns as a result of poor product quality, differences between products and graphics, which has pushed consumers away. The experiential marketing method used by Xiaomi Mobile Experience Store provides consumers with a new option. It provides a comfortable shopping environment, personalized services, novel high-tech products and so on. Consumers can experience the cutting-edge technology at Xiaomi mobile phone experience store and enjoy the same affordable price as the Internet.
Xiaomi mobile phone, as a domestic brand, can emerge among many other mobile phone brands, so it must have its success secrets. Based on literature review, this paper proposes that Sense, Feel, Intelligence and Relation will promote the consumer purchasing intention in Xiaomi Mobile Shop. After the research model has been set up, the hypothesis were put forward and questionnaire were further designed to conduct empirical research. According to the results of the research, the following conclusions are drawn: Sense, Feel, Intelligence and Relation all have an positive impact on consumers' purchasing intention, and the sequence of significance of these factors is: Sense, Intelligence, Feel, and Relation. Therefore, the suggestions given in this paper are: (1) Improve the visual design of Xiaomi mobile phone store. (2) Set up different functional experience zones in the Xiaomi mobile phone store. (3) Open up a parent-child play area in the Xiaomi mobile phone store. (4) Products other than mobile phones can be introduced at Xiaomi mobile phone store.
Key Words: Experiential Marketing Consumer Purchasing Intention Xiaomi Mobile Phone
摘 要:随着互联网时代的到来，高科技飞速发展，网购成为人们日常生活中必不可少的一部分。但是近来，网购出现了一些信任危机，产品质量差、到手产品与图文不符等情况屡见不鲜，这使得消费者叫苦迭迭。小米手机体验店采用的体验营销的方式给消费者提供了一个新的选择。它拥有的舒适的购物环境、人性化的服务、新奇的高科技产品等都让消费者眼前一亮。消费者在小米手机体验店既可以感受科技前沿的魅力，又可以享受和网上一样实惠的价格，很好地解决了对产品质量的担忧。
小米手机作为一个国产品牌，能在众多手机品牌中异军突起，必然有它成功的原因。本论文根据体验营销的战略模块SEMs理论，提出感官、情感、智力和关联对小米手机体验店的消费者购买意愿有促进作用。在设计研究模型后，进一步提出假设和设计调查问卷，进行实证研究。根据调查研究结果，本论文得出结论如下：这四个方面都对消费者购买意愿有影响，且影响因素重要性排序依次为：感官、智力、情感和关联。因此，本论文给出的建议是：1.改善提升小米手机体验店的视觉设计。2.在小米手机体验店设立多个功能体验区。3.在小米手机体验店开辟亲子互动区。4.陈列其他小米产品吸引消费者。
关键词: 体验营销 消费者购买意愿 小米手机
Contents
Abstract i
摘 要 ii
Chapter One Introduction 1
1.1 Backgrounds 1
1.2 Significance 2
1.3 Literature review 2
1.4 Research framework 3
Chapter Two Theoretical Basis 体验营销对消费者购买意愿的影响以小米为例:http://www.chuibin.com/yingyu/lunwen_206039.html