Research on Operational Strategies of B-to-C Websites Based on Experiential Marketing
experiential marketing has been illustrated and discussed by many scholars in the past several decades. But the application of experiential marketing in electronic business field can only be sourced to several years before. With the rapid development of information technology and knowledge economy, the prospect of experiential marketing in ecommerce area is foreseeable. Netizens and net customers have many traits to accept and favor experiential marketing strategies and tactics. B-to-C model is one of the most important models in e-commerce industry. There have been many successful cases in B-to-C companies to implement experiential marketing strategies. Five aspects of experiences are proposed for B to C e-commerce companies to plan their experiential marketing strategies: facility experience; product experience; service experience; interaction experience; promise experience.
experiential marketing B to C online shopping experience e-commerce
Tong Li Liping Chen
School of Management Tianjin University of Technology Tianjin, P. R. China
国际会议
南京
英文
278-282
2010-11-01（万方平台首次上网日期，不代表论文的发表时间）