垂直类电商的体验营销策略——以“三只松鼠”为例

电商企业的竞争日趋激烈,体验营销为垂直类电商企业提供了一种全新的营销视角和操作模式。"三只松鼠"成功地运用体验营销,在感官、情感、思考、行动、关联等方面给顾客带来全新的购物体验,给其他垂直类电商以启示:在实施体验营销时要做到以产品打动顾客、以促销争取顾客、以售后服务满足顾客。"三只松鼠"的成功开创了垂直类电商运作的新模式,为其他垂直类电商的创业和发展提供借鉴。

Experience Marketing Strategy of Vertical E - commerce Enterprises

Since the competition of e- commerce enterprises is becoming increasingly fierce, experience marketing provides a new operation mode for vertical e - commerce enterprises. Experience marketing made successfully in Three Squirrels and give cus- tomers a new shopping experience in sensory, emotional, thinking, action, interrelation etc. Three squirrels＇ success requires other vertical e - commerce enterprises to attract customers with their products and service. Three squirrels＇ success creates a new pattern of operation of e - commerce enterprises, which provides reference for other vertical e - commerce enterprises.