摘要：互联网时代与体验经济时代的双重背景下，传统零售行业的市场受到新兴网络电商的巨大挤压。消费者青睐于快捷方便同时可选商品多价格更便宜的网络购物，足不出户便收天下百货入囊中。在此大势之下，为老牌零售业寻找一条起死回生的方法，成为了众多学者和商业人士的共同探讨研究的课题。在此之中，拥有最大体积量的零售综合体百货商场的转型改革，吸引了众多实体零售业者们关注的目光。80694

本文回顾中国传统百货的发展，具体分析百货店现状，研究其实际遇到的问题。通过文献研究法，问卷调查法等，结合spss，使用了频数分析、因子分析等，了解消费者诉求，分析消费者对于购物体验的看法。同时进一步阐释百货商场消费者体验影响因素，通过纵向的线上线下合作与横向的业态规划调整，为传统百货向新型百货转型提出可行的建议。

毕业论文关键词： 传统百货；消费者体验；转型策略

New Retailer Based on Consumer Experience

        ———— Shanghai K11 as an example

Abstract：Network era and experience the dual context of the economy, the traditional retail industry by the emerging market, the huge increase in electricity business。 Consumers favor fast and convenient at the same time optional goods more expensive cheaper online shopping, homes will receive the world under the department store into the bag。 Under this general trend, for the veteran retail industry to find a way back to life, has become a large number of scholars and business people to discuss the subject of research。 Among them, with the largest volume of retail complex department store transformation transformation, attracting many solid retailers are concerned about the eyes。

This article reviews the development of traditional Chinese department stores, the specific analysis of the status of department stores, to study the actual problems encountered。 Through the literature research method, questionnaire survey, combined with spss, the use of frequency analysis, factor analysis, to understand the consumer demands, analysis of consumer experience for the shopping experience。 At the same time to further explain the influential factors of department store consumer experience, through vertical online and offline cooperation and horizontal format adjustment, for the traditional department store to the new department store transformation proposed feasible recommendations。

Keywords:  traditional department store, consumer experience, transformation strategy

目 录

一、 绪论 1

（一） 研究背景 1

（二） 研究目的与意义 2

（三） 研究方法 3

（四） 研究流程 3

二、理论基础 5

（一）4P 5

1。 产品 5

2。 价格 5

3。 渠道 7

4。 促销 8

（二） SWOT 9

（三） 消费者体验（customer experience） 11

三、 传统百货的发展与现状 13

（一） 中国百货的发展 13

（二）传统百货当前面临的问题