Research on the Upgrade of New Retail Consumption Experience Based on SICAS Model——Taking Fresh Hema as an Example

DOI

10.2991/icssed-19.2019.97How to use a DOI?

Keywords

New Retail; Consumer experience; SICAS model; Fresh Hema

Abstract

In the situation of market competition, technological development and consumption upgrading, a New Retailing model featuring online service, offline experience and modern logistics was first proposed by Ma Yun. Subsequently, some new prominents of New Retailing such as Fresh Hema came into being. In order to study the New Retailing model, this paper taking Fresh Hema as an example, establishes a new retail consumption experience index system according to the 4P theory, processes data by word2vec algorithm, and analyses the consumer experience from the five stages of sense, interest, choice, action and sharing. What’s more, based on the SICAS model, this paper innovatively establishes the optimization and upgrading model of retail industry, summarizing the enlightenments brought by Fresh Hema from five aspects: individual service, consumption habits, marketing strategy, customers’ comments and safeguard mechanism.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Yi Lin
AU  - Haokang Chen
AU  - Fengyan Lin
AU  - Minghong Huang
PY  - 2019/05
DA  - 2019/05
TI  - Research on the Upgrade of New Retail Consumption Experience Based on SICAS Model——Taking Fresh Hema as an Example
BT  - Proceedings of the 2019 4th International Conference on Social Sciences and Economic Development (ICSSED 2019)
PB  - Atlantis Press
SP  - 510
EP  - 519
SN  - 2352-5398
UR  - https://doi.org/10.2991/icssed-19.2019.97
DO  - 10.2991/icssed-19.2019.97
ID  - Lin2019/05
ER  -