An Experience Marketing Case Study Of Three Squirrels Electronic Commerce Co.,Ltd.

By the end of 2013, the transaction amount of China's online shopping has exceeded 1.8 trillion. As the Internet is gradually upgraded to national strategy, more and more companies keep an eye on new breakthrough in the field of electronic commerce. Meanwhile, consumer demand also changes and they are increasingly concerned about the spiritual enjoyment during their consumption. If companies want to win in increasingly fierce competition now, experience marketing is the means they have to rely on, which will bring about profits for enterprises, as well as establish strong emotional bond between enterprises and consumers.Three Squirrels Electronic Commerce Co., Ltd. was established in 2012. When its birth, it is based on the Internet to launch nuts and snacks business. It has achieved annual sales of over 10 billion Yuan within three years and become the industry benchmark. So to say, achievements made by Three Squirrels today are largely due to its advocacy of creating experience which is beyond the expectation of customers, because of this, if Three Squirrels wants to continuously maintain high-quality development in the future, continuous optimization and upgrading of customer experience is the only way. The author in this paper takes Three Squirrels as the research object. Firstly, set forth the relevant theories of experience economy and experience marketing; secondly, by the form of cases, take "ultimate customer experience" of Three Squirrels as the theme and completely tease the experience marketing practice of Three Squirrels. Thirdly, analyze the actual operation of Three Squirrels, conduct depth profile of customer experience of Three Squirrels from five dimensions, sensory marketing, emotional marketing, think marketing, action marketing and related marketing, by virtue of Schmitt's "strategic experiential modules" and propose the optimization ideas of experience marketing. On this basis, the author in this paper puts forward optimization scheme, implementation step and safeguard measures of experience marketing of Three Squirrels around various experience media.In addition, the author in this paper also analyzes and explores the experience marketing strategies of an electronic commerce food enterprise by the use of business case, which can make theory and practice combine more closely, as well as take referential significance to the experience marketing practices of electronic commercial enterprise in the future.