市场营销专业体验营销在企业的应用探析本科论文.doc

本科毕业设计（论 文） 题 目 体验营销在FCLUB聚尚网的应用探析 学 院 商学院 专 业 市场营销 班 级 学 号 学生姓名 指导教师 摘 要 本文首先对体验营销、电子商务的基本理论进行了概述，随着近年来中国电子商务行业的飞速发展，网络购物已被越来越多的消费者接受，市场规模越来越大，尤其网络购物市场的发展给B2C电子商务企业提供了一个很好的发展机遇。同时，体验营销作为一种新兴的营销手段也得到越来越多的企业的重视。B2C企业可以借助体验营销的优势给消费者带来新型的购物体验，对B2C电子商务企业来说，也是有很重要的意义。本文通过研究体验营销在FCLUB聚尚网络购物平台的应用，对于国内B2C企业的品牌建设也有一定程度的借鉴意义。 本文主要通过观察法，从体验营销的角度详细分析FCLUB聚尚网络购物平台使用体验营销的状况，希望也能对其他B2C电子商务的品牌建设提供一定帮助。本文在第一部分阐述了体验营销的理论，指出对于网络购物体验营销的策略；第二部分介绍了网络购物的概念及优劣势；第三部分深入分析FCLUB聚尚网络购物对体验营销的应用，指出其在应用中的不足，并且给出作者的建议。 关键词：体验营销；网络购物；FCLUB聚尚网　 Abstract In this paper, firstly, the experience marketing, the basic theory of electronic commerce are summarized, with China in recent years the rapid development of electronic business industry, the network shopping has been easier to accept, market scale is getting bigger , especially the development of the network shopping market for B2C e-commerce enterprise provides a very good opportunities for development. Meanwhile, as a new marketing tools the experience marketing also gets more and more enterprise value. B2C enterprise can use the experience marketing advantage which brought to consumer shopping experience, new to the B2C e-commerce enterprise, it also has the vital significance. This paper through the experience marketing of FCLUB gather in the application of network shopping platform is for domestic B2C enterprises brand construction also have certain degree of reference. This paper mainly through observation , from the Angle of experiential marketing FCLUB gather detailed analysis is network shopping platform using the experience marketing situation, hope can also help other B2C e-commerce provide certain help brand build