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Manual says about generals that:
- Strategic Ratings do not change because of experience.
- A Leader’s Offensive Rating is increased by +1 for each Even level of experience (2, 4, 6, etc.).
- A Leader’s Defensive Rating is increased by +1 for each Odd level of experience (1, 3, 5, etc.).

And the question is: why experience does not improve strategic rating of generals?

I do not know the gospel answer to your question, but this is my take: Strategic Rating is a judgment evaluation of the designers' take on a leader's initiative, motivation and celerity in moving troops. While leaders gain combat knowledge in battle or lose confidence in themselves, they typically do not change their overall motivation and inspiration.
So a grumbling drunk will likely not reform and a rigorous planner will rarely forget to plan.