摘 要
随着互联网技术的迅猛发展和消费者需求的日益多样化，传统零售模式面临巨大挑战，新零售模式应运而生。本研究聚焦于新零售模式下消费者体验优化策略，旨在通过系统分析影响消费者体验的关键因素，构建一套科学有效的优化策略体系。基于此目的，采用文献研究法梳理相关理论基础，运用问卷调查与访谈相结合的方式收集一手数据，并借助数据分析工具对样本进行量化分析。研究发现，在新零售环境下，线上线下融合、个性化服务、智能技术应用等成为提升消费者体验的重要维度。其中，精准营销能够满足消费者的个性化需求，增强其购物满意度；智能化设备的应用提高了服务效率，改善了消费过程中的互动体验；而全渠道整合则为消费者提供了无缝衔接的购物路径。本研究创新性地将消费者体验要素与新零售特征深度融合，提出了涵盖场景营造、价值共创、情感连接等方面的优化策略框架，不仅丰富了新零售理论体系，更为企业实践提供了可操作性强的指导方案，有助于推动零售行业向更高层次转型与发展。
关键词：新零售模式；消费者体验优化；线上线下融合；个性化服务；智能技术应用
Abstract
With the rapid development of Internet technology and the increasing diversification of consumer needs, traditional retail models are facing significant challenges, leading to the emergence of new retail models. This study focuses on optimizing consumer experience strategies within the context of new retail, aiming to systematically analyze key factors influencing consumer experience and establish a scientific and effective optimization strategy fr amework. To achieve this ob jective, a literature review was conducted to outline relevant theoretical foundations, and primary data were collected through a combination of questionnaire surveys and interviews. Quantitative analysis of the samples was performed using data analysis tools. The findings indicate that in the new retail environment, the integration of online and offline channels, personalized services, and the application of intelligent technologies have become crucial dimensions for enhancing consumer experience. Precise marketing can meet consumers' individualized needs and increase their shopping satisfaction; the use of intelligent devices improves service efficiency and enhances interactive experiences during the consumption process; and omnichannel integration provides consumers with seamless shopping pathways. Innovatively, this study integrates elements of consumer experience with the characteristics of new retail, proposing an optimization strategy fr amework that encompasses scene creation, value co-creation, and emotional connection. This not only enriches the theoretical system of new retail but also offers practical guidance for enterprises, facilitating the transformation and development of the retail industry towards a higher level.
Keywords：New Retail Model；Consumer Experience Optimization；Online And Offline Integration；Personalized Service；Intelligent Technology Application
目 录
摘 要 I
Abstract II
引 言 1
第一章 新零售模式下消费者体验现状分析 2
1.1 消费者需求变化特征 2
1.2 现有消费体验问题剖析 2
1.3 影响消费体验的关键因素 3
第二章 新零售环境下的技术应用研究 5
2.1 大数据与精准营销 5
2.2 物联网技术的应用场景 5
2.3 人工智能提升服务效率 6
第三章 消费者体验优化的策略构建 7
3.1 全渠道融合的服务体系 7
3.2 个性化定制体验设计 7
3.3 增强互动式的购物场景 8
第四章 实施效果评估与持续改进 10
4.1 体验优化效果评价指标 10
4.2 消费者反馈机制建立 10
4.3 持续改进的路径探索 11
结 论 13
参考文献 14
致 谢 15
