体验营销在电子商务营销中的运用研究

Research on Application of Experience Marketing in E- commerce Marketing

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。

Experience marketing is an important measure in modem marketing, which can satisfy the consumers during the experience process from perception, behavior, emotion and thinking to realize the most perfect communication with con- sumers. The application of experience marketing in e-commerce can reflect the principal status of business and consumers, raise the brand reputation and fame, and cultivate the loyalty of customer. The e-commerce group consumption behavior has the characteristics of impulsiveness, emphasis in brand and personalization and supreme experience in consumption demand, which is beneficial to implement and apply the experience marketing, but there exists obstacles in contacting mode, network technology and provided items in the combination of experience marketing, and the application level of experience marketing in e-commerce from the value demand of multi network technology and off-line service, value reflect of multi communica- tion style and offline service, value development of multi product experience and offline service, innovative experience mode and information spread to promote the development of e-commerce.