Experience In Network Entertainment Marketing And Its Influence Analysis With Behaviour Intention

The key of the enterprise marketing activities is precision grasp of consumer psychology and the innovative application of marketing mode. In the furious competitive environment that social supply far outweigh the consumption demand, the new marketing mode based on the consumer experience- network entertainment marketing emerges as the times require. Network entertainment marketing refers to a new perceptual marketing mode that take advantage of the network characteristics, make use of entertainment elements to achieve marketing target. It has the features of entertainment, interaction, fashion and virtualization. Network media has the advantages of clear target audience, low cost and real-time, meanwhile, the enterprise can also utilize the network to track consumer, evaluate marketing effect more accurately. Although network entertainment marketing develops not long in China, but very quickly, earns much attention from theory and business community, becomes one of the most potential marketing means. Various sectors all want to win the market by the use of entertainment.However, domestic relative research starts late compared with foreign countries, which leads theoretical results about the experience marketing and entertainment marketing lag behind. This article proceeds from the perspective of participants' experience, analyses network entertainment marketing at a theoretical level, explores user's experience in recreational activities and these experiences how to influent behavioral intentions. We use literature analysis and questionnaire investigation in the research method, so that we can make a comprehensive and systematic research on the entertainment marketing.This article includes seven parts:introduction, the literature review, the overview of network entertainment marketing, research method design, data analysis and discussion, the study conclusion and suggestion, limitation and prospect. Firstly, this paper expounds the research problem and its significance, summarizes the network entertainment marketing definition, classification, characteristics, advantages and disadvantages on the basis of reviewing Chinese and foreign scholars' research achievements in the field of network entertainment marketing. The fourth chapter takes network entertainment activities in social network as the research object, makes data investigation and analysis based on the Schmitt strategic experience module, discusses the experience in network entertainment marketing and the correlation between these experience and behaviour intention. Finally, this paper sums up the research conclusions, provides concrete suggestions for marketing activities and summarizes the limitations of this study and the prospects for future research.This paper argues that the experiences in network entertainment activities can be divided into four dimensions:feeling experience, interest experience, action experience and interaction experience.Among them, feeling experience, interest experience and interaction experience are positively correlated with site revisit and recommendation intention. Feeling experience and interest experience are positively associated with product concern intention.Interest experience and action experience will promote participants' purchase intention.Feeling experience, interest experience and action experience will enhance willingness to pay increase.