| Nowadays, Internet marketing has become the main channel of enterprise retailing, or tosay the most important channels. Among all the communication channels betweenenterprise and customers, the Internet has the advantages of global openness, livelyinformation sharing, interactive communication and virtual environment. Therefore,the Internet is undoubtedly the media with the largest number of audience, the mostefficient, and the lowest cost; what’s more, offering the best experience.Experience marking has becoming more and more important in global economy,which is based on well-developed service economy, with rapid development of theInternet. Experiential marketing, a new marketing theory based on neurobiology,psychology and sociology; compared to traditional marketing theories, experiencemarketing is truly customer-centric. Its marketing campaigns are designed to improvecustomer experience and to enhance brand popularity as well as consumer loyalty. Inthe modern era, whether corporations carry out effective experiential marketingcampaigns are the key initiatives in corporate branding.At present, while the internet is developing in such high-speed, whether to adopta marketing strategy which offers excellent user experience, has become a key pointin brand building and management.The author begins by analyzing the development of China’s online shoppingenvironment, and summarizes the current state. Afterwards, the author analyzes theinternet-based brand experience marketing strategy, the necessity and the role ofnetwork experience marketing.Next, the author constructed a theoretical analysis on the effects of experientialmarketing.Then, the author organized a practical analysis of the online brand experiencemarketing strategy. And then, offers some suggestions on how to develop andimplement corporative marketing strategies, also listing some problems which need toavoided.Finally, author discusses why “VANCL” is successful based on its dependenceon network experience marketing. |
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