网络体验营销随着网络经济时代的到来而产生，并开始为各类商家所使用，
由于人们的购物意识逐渐趋于成熟，个性化需求和感性化消费得到前所未有的重视，人们购买商品时更多的是为了一种情感的需要，渴望得到一种心理体验。本文在文献研究与调查分析的基础上，结合网络体验营销在淘宝网这个平台上的具体应用展开研究，归纳网络体验营销模式及策略并提炼出淘宝网开展网络体验营销的组合策略。
关键词：网络；体验营销；淘宝网商家
Network marketing model and strategy analysis experience: business case to Taobao as an Example
Abstract: Internet Experience Marketing With the era of the Internet economy generated and used to start various businesses, as people are becoming more and more sophisticated shopping consciousness, individual needs and perceptual importance of consumption are unprecedented, when people buy more goods is the need for an emotional, hungry for a kind of psychological experience. In this paper, literature research and survey analysis, based on experience with network marketing in Taobao specific application of this platform to commence the study, summed up the network marketing model and strategy experience, and experience extracted Taobao launched network marketing mix strategy.
Key words：internet; Experiential Marketing; TaoBao business
目 录
一、引言…………………………………………………………………………1
二、网络体验营销概念及应用…………………………………………………1
（一）网络体验营销的概念……………………………………………………2
（二）网络体验营销的特征……………………………………………………2
（三）网络体验营销在淘宝网的应用…………………………………………4
三、淘宝网商家开展网络体验营销情况调查…………………………………6
（一）淘宝网商家网络体验营销策略分析……………………………………6
（二）淘宝网商家网络体验营销应用中存在的问题…………………………11
四、淘宝网商家网络体验营销的几点建议……………………………………13
（一）产品体验…………………………………………………………………13
（二）服务体验…………………………………………………………………13
（三）情境体验…………………………………………………………………14
五、结束语（结论）……………………………………………………………14
参考文献……………………………………………………………………15
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