Research On The Application Of Online Store Experiential Marketing Based On Design Thinking And Customer Value

Research data from i RESEARCH GLOBAL shows that in 2016,the scale of Chinese online shopping market reached 4.7 trillion yuan,an increase of 23.9% over the same period,accounting for over 14% of the total retail sales of social consumer goods.The market concentration of online shopping companies is high.The platform mode of Taobao occupies the first camp,accounting for about 76% of the overall transaction scale.The second echelon such as JD.COM and VIPS accounts for about 20%,other long-tailed small businesses are numerous,accounting for nearly 4%.With such as the new retail,Internet plus,O2 O,the integration of online and offline mode has gradually rised and developed rapidly,the rise of Transboundary,Fresh and other vertical fields of E-commerce,online stars,Livestreaming quiz,short video and other content and social e-commerce modes are developing rapidly,The new ideas of e-commerce are emerging in endlessly,the online competition situation is alao becoming more and more severe and the data dividend is disappearing.At the same time,the crisis of trust,the issue of counterfeit and pirated goods,various complaints and disputes have been occurring.The cut-throat competitions caused by homogenization and price transparency force sellers to transform their thinking and carry out differentiation operation,which in turn leads to a continuous rise in operation costs,a decline in profit level,and a low profit triggers a series of vicious cycles.There are bottlenecks in online store operation,such as low click rate and percent conversion,low rate of repeat purchase,lack of public praise,unstable customer relationship,rising marketing cost and low operation efficiency.In such a environment,how to break through the marketing dilemma is a difficult problem for all online stores.However,with the return to the resource,using design thinking,people-oriented,starting from the essence of customer demands,in-depth understanding and insight into the potential customer needs and expectations,finding the problem,clustering analysis,designing creative solutions for carrying out customer value innovation and experiential marketing,optimizing the customer experiences,meeting customer’s real demands and psychological expectations,which perhaps can fundamentally solve online marketing dilemma,broken out.Based on literature research,this paper reviewed the related researches on online store marketing and experiential marketing by the numbers,discussed the enlightenment of Kotler’s Marketing 4.0 to experiential marketing,and systematically elaborated the related notions and theoretical basis,and put forward an integration model of online store experiential marketing based on design thinking and customer value.Then,Through a certain analysis and research,the problems of online store marketing were obtained,and the causes of the problems were also systematically analyzed.And then,by a case study of the online store experiential marketing,exploring and analysising the solutions to the problems in the specific application and practice.Finally,it drew the conclusion,Put forward core elements and key points of the online store experiential marketing based on design thinking and customer value.which has a certain reference significance for breakthrough marketing dilemma and improving operation efficiency of the current online stores.At present The general design of traditional products has been gradually immobilized,standardized and streamlined,while consumers are paying more attention to services and experiences.Based on design thinking and customer value to carry out the experiential marketing can effectively reduce the total customer cost and various consumer loss,optimize customer experience;Besides,through understanding,insight into and mining consumers’ real demands and potential psychological expectation,we can design and plan innovative and efficient solutions to improve customer value and experience,so as to effectively form competitive barriers and create the competitive advantage of differentiation and hardship to imitate.