Research On Experiential Marketing To B2C E-commerce

In recent years,with the rapid development of China's e-commerce industry, online shopping has been more and more acceptable to many consumers and its market scale is continually expanding.The whole country online sales have exceeded to one hundred billion in 2008,reaching RMB128.18 billion.This number has grown over 128.5 percent compared with that in 2007.The constant expanding of online shopping market provides B2C e-commerce a good opportunity for development.At the same time,in the experience economy era,many companies pay more attention on experience marketing as a personalized consumer marketing experience means. B2C e-commerce businesses can make use of experience marketing to bring the consumers the different online shopping experience.Thus the experiential marketing is playing a significant role in the development and brand construction of B2C e-commerce businesses.In the face of the fierce competition of the domestic B2C shopping malls,Amazon.cn always focuses on consumer shopping experience which makes it become one of the most well-known shopping malls.Therefore,the study of experiential marketing on Amazon.cn excellence in the application of domestic enterprises is of very high reference value on B2C brand building.This article includes the documentary analysis and research methods of typical cases.From the perspective of experiential marketing,we hope to provide reference to the Chinese B2C e-commerce brand building according to excellent Amazon.cn's success.There are four major parts in this article:the first part reviewed the theory of experiential marketing against the experience economy background,and also pointed out the experiential marketing strategy for the online shopping.The second part introduced the concept of B2C e-commerce,B2C domestic industry's structure and current development status.The third part studied the excellent application of experiential marketing using the Amazon.cn as a case.The last part summed up that the experiential marketing plays the important role of B2C website brand building, and gave some suggestions on the practical operation of experiential marketing in domcstic B2C enterprises.