Cybermarketing Strategy Research: Experiential Consumption Perspective

Experiential consumption is a newly developed pattern of consumption with the fast economic development, but cyberspace experiential consumption is outcome of the INTERNET economy. The improvement of network infrastructure, the increase of cyberspace experiential content and the fast development of the computer and telecommunication technology, all makes it possible for application of cyberspace experiential consumption in current period.The variety of the customer need is the basis for business marketing practices. The essence of marketing theories and practices lies in the way how consumer demands emerge,develop and convey. Based on the consumer demands, this thesis mainly focuses on research of the behavior of cyberspace experiential consumption and the characteristics of cyberspace experiential consumers.First the paper argues the feasibility of cyberspace experiential consumption in the theoretical and imperatival perspective, and then defines the essence and concept of experience and the characteristics of cyberspace experience, which ensures the relevant basis for the next research.The behavior of cyberspace experiential consumption is the fundamental for the formulation of marketing strategy. This thesis undertakes specific and thorough theoretical exploration about the characteristics of cyberspace experience-based psychology-behavior, cyberspace experiential consumers and the partition of cyberspace experiential consumption behavior forms, and builds the basic cyberspace experiential consumption-based cybermarketing framework and submits the corresponding cybermarketing strategies.