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理解新电商时代花卉电商平台顾客体验形成机理及体验营销模式,有利于提升花卉流通效率,扩大花卉市场销售,促进花卉产业化进程。本文通过构建顾客体验5因子模型,分析了花卉电商平台创造和传递知觉体验、情感体验、思维体验、行为体验和关系体验的综合效应。以加拿大Landeau、美国Putnam&Putnam和荷兰Pagter Innovations等花卉电子商务平台为例,对比研究发现国外花卉电商平台通过新产品研发、花卉文化挖掘、花卉科技创新、花卉休闲旅游推广、花卉供应链协同构建等顾客体验方式实现了体验营销策略。立足中国花卉电商平台营销实际,比较借鉴花卉电商平台基于顾客体验开展感官营销、文化营销、科技营销、节庆营销和精准营销等综合营销模式的实践经验,提出产业升级奠定体验基础,线上线下打造体验平台,科技驱动创新体验形式,观念培育激发体验需求,文旅融合提升体验价值,市场监管保障体验环境等管理对策。
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基本信息:
DOI：10.13856/j.cn11-1097/s.2020.01.001
中图分类号:F724.6;F274
引用信息:
[1]张蓓,刘凯明.新电商时代花卉电商平台顾客体验及营销模式研究[J].世界农业,2020,No.489(01):4-10.DOI:10.13856/j.cn11-1097/s.2020.01.001.
基金信息:
国家自然科学基金重点项目(71633002);国家自然科学基金面上项目(71873046);国家自然科学基金青年科学基金项目(71503085)
2020-01-10
2020-01-10