体验营销在电子商务营销中的运用研究

发布时间：2018-08-06 13:28

【摘要】：体验营销是现代营销的重要手段,可以让消费者从感知、行为、情感、思维等各种体验过程中感受商品或服务,实现与消费者最完美的沟通。将体验营销运用于电子商务,可以使商家与消费者的主体地位得到体现,提高品牌的知名度、美誉度,培养客户的忠诚度。电子商务客户群体消费行为具有冲动性、消费需求强调品牌和个性化、消费需求强调体验至上等特点,有利于体验营销的开展及运用,但其与体验营销的融合存在着接触方式上的障碍、网络技术上的难题、内容提供上的困境等问题,可以从多种网络技术和线下服务的价值需求,多种沟通方式与线下服务的价值体现,多种产品体验与线下服务的价值发展,创新体验模式和信息传播等方面提高体验营销在电子商务中的应用水平,以促进电子商务的开展。
[Abstract]:Experience marketing is an important means of modern marketing, it can make consumers feel goods or services from the experience process of perception, behavior, emotion, thinking and so on, and realize the most perfect communication with consumers. The application of experiential marketing in electronic commerce can make the main body status of merchants and consumers manifest, improve the brand's popularity, reputation, and cultivate the customer's loyalty. E-commerce customer group consumption behavior is impulsive, consumption demand emphasizes brand and individuation, consumption demand emphasizes experience first and so on, which is conducive to the development and application of experience marketing. However, there are obstacles in the way of contact, difficulties in network technology, difficulties in providing content and so on, which can be seen from the value demand of various network technologies and offline services. In order to promote the development of E-commerce, we can improve the application level of experience marketing in E-commerce from the aspects of multi-communication mode and offline service value embodiment, multi-product experience and offline service value development, innovative experience mode and information dissemination, etc.
【作者单位】：山西大学商务学院管理学院;
【分类号】：F274;F724.6

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