商品零售业与接待服务业相互融合,为顾客提供满意的整体消费经历,可有效地增强旅游、餐饮、食品、服装、家具等零售企业的竞争实力。国外学者把这种新型零售观念称作“体验性零售”观念。本文介绍体验性零售的主要概念,供我国商品零售企业和旅游服务企业管理人员参考借鉴。 Retail and hospitality services are integrated with each other to provide customers with satisfactory overall consumer experience, which can effectively enhance the competitiveness of retail enterprises such as tourism, catering, food, clothing and furniture. Foreign scholars call this new type of retail concept “experiential retail” concept. This article introduces the main concepts of experiential retail for our country’s commodity retail enterprises and tourism service business managers for reference.