An Applied Research On Experiential Marketing In M-commerce

DOI

10.2991/iccia.2012.271How to use a DOI?

Keywords

component,M-Commerce,the customers' requirements,Experiential Marketing

Abstract

The rapidly developing M-Commerce has changed the developmental model of small and medium-sized enterprises. A traditional marketing model is a single supply chain. Thus, in the environment of E-Commerce, enterprises should change their marketing models. Based on the requirements of the customers, Experiential Marketing becomes the developing power of enterprises, enabling the communication and largely quantizing the interests between businessmen and consumers. In this essay, the examples of Li-Ning and Durex can perfectly explain the application in the environment of M-Commerce.

Copyright

© 2013, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Minzhen Yang
AU  - Bin Huang
PY  - 2014/05
DA  - 2014/05
TI  - An Applied Research On Experiential Marketing In M-commerce
BT  - Proceedings of the 2012 2nd International Conference on Computer and Information Application (ICCIA 2012)
PB  - Atlantis Press
SP  - 1103
EP  - 1105
SN  - 1951-6851
UR  - https://doi.org/10.2991/iccia.2012.271
DO  - 10.2991/iccia.2012.271
ID  - Yang2014/05
ER  -