| With the continuous expansion of internet market scale, online shopping isincreasingly deepening people’s lives: changing our lives and giving us unparalleledconvenience and benefits. But with the development of online shopping, somecorresponding issues also occurred: the description does not match the physical; wrongsize; performance dissatisfaction, etc., caused returns and disputes, and even cause someconsumer evasive attitude to online shopping.Because of the network virtualization and non-contact character, consumers lose theaccurate judgment for the commodity. The product display, as the primary method toprovide product information to consumers will undoubtedly play a key role in e-commerceactivities. At present, online shopping using a single picture and description as productdisplay method has been unable to meet the needs of consumers to understand, unable toprovide a more comprehensive and accurate judgment for the consumer, cannot give theconsumer a satisfactory consumer experience process.With the experience economy, people are no longer satisfied with mere purchase ofgoods, increasing high quality of the goods; comfort and convenient shopping arerequested. This paper reviews the characteristics of the experience economy, combinedwith the typical marketing theories; try to summarize the experiential marketing model,and concerned with the Internet, the virtualized environment, I proposed the concept ofvirtual experiential marketing.With the single commodity display method and consumer’s increasing experiencedemands, based on experience elements from the consumer’s emotions, senses, thinking,related aspects, actions and other considerations in e-commerce performance, the use of theinternet experiential marketing theory, combined with related technologies such as virtualtactile perception, the author made some suggestions, improvements, and original ideas for the development of e-commerce, hoping to make proposals and provide useful advice torelevant personage. |
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