The Practice And Exploration Of Gamification Marketing In Small And Medium-sized Online Stores

Since 1990s,the development of e-commerce in the world and China is very rapid,interiorly,Taobao,T-mall,Jing Dong-mall,Su Ning and other C2C and B2C e-commerce platform rapidly rising.With the rapid development and popularity of B2C electronic business platform,the emergence of a large number of open platform,small businesses,composed of large and small online shop.As the country put forward " Public entrepreneurship,innovation" slogan,more and more individual entrepreneurial companies are expanding rapidly.Today,the competition of online shop is fierce,it is a difficult problem in front of shop operators how to improve the efficiency of online marketing.One-way communication with consumers through traditional mass media effect is very limited.Online store operators need to explore new ways of marketing popularize shop brand and products,increase fans,increase interaction with consumers,improve the conversion rate of online shopping.At present,more and more enterprises begin to pay attention and practice the gamification marketing,which is provided with entertaining and interactive means,use of the form of the game,to establish a close interaction with consumers.Especially with the rise of Weibo,WeChat social networks,and with the rise of technology based on HTML 5 game design,gamification marketing is becoming a hot spot of network marketing innovation.However,so far,few academics community test the role of gamification marketing in the brand construction,and it is very difficult to explore the impact of the game marketing on the online shop.This paper mainly explores the influence of interactive marketing based on gamification thinking on the online shop brand and product promotion.In reviewing theory of the gamification thinking and gamification marketing research,research game marketing conception,design,promotion mode,explore the game marketing to attract fans in brand promotion,promotion,and effect of sales,and verify the game elements and its effectiveness of gamification marketing.In this paper,through the basic theory research,case studies,gaming marketing practices,we put forward the basic elements of gaming marketing,design,marketing model.First of all,through the study of the game theory and the theoretical connotation of the game marketing,summed up the elements of the game marketing and design,promotion mechanism.Secondly,with the help of the shop to do the game marketing practice,provide ideas,design and promotion plan,and analyze the data collected after every promotion action.Finally,give out the research results,conclusions and prospects.