论文标题:论网络传播中的虚拟体验营销
Virtual Experiential Marketing in Internet Communication
论文作者
论文导师 杨先顺,论文学位 硕士,论文专业 传播学
论文单位 暨南大学,点击次数 90,论文页数 55页File Size3284K
2005-05-10论文网 http://www.lw23.com/lunwen_370108727/
Internet; Virtual; Experiential marketing; Shopping online; Tour online; Game online
自从网络产生以来，人们就没有停止过对它的利弊的讨论，它为人们带来了另一种生活方式，同时也带来了忧患。营销界也在网络与体验经济的发展中经历了重大变革，掀起了“体验营销”的浪潮。网络的虚拟性使体验营销的网上运作呈现出不同于现实的特性：制造虚拟的环境触动人们的感觉神经，以此激发人们的体验。 本文从体验营销的形成与发展谈起，体验营销是在体验经济的推动下产生的，而它的发展则是从IT行业开始。随后阐述了网络虚拟现实和体验的内涵，厘清了虚拟与体验的关系。从传播学意义上说，虚拟不是“虚幻”，体验也不是凭空捏造出来的，人们的虚拟体验是真实的心理状态在虚拟网络中的体现。马斯洛的需要层次理论从心理学的角度深层次诠释了网络虚拟世界人们的体验。 文章围绕网络购物、在线旅游、在线游戏三种不同的营销产品，论述“虚拟体验营销”的运作情况与发展趋势：网络购物在创造愉快、诚信的购物环境，在线旅游要提供更有价值的旅游资讯和旅游氛围，而在线游戏需要维护健康的网游秩序。
As the Internet appears, it brings people another modeof life and also the suffering. The people never stop to discuss it. The marketing world experienced important revolution in the development of Internet and experience economy. The experiential marketing is aroused. The virtuality of Internet brings experiential marketing the different character from the reality: arranging the virtual surrounding to arouse the experience of the people.The essay begins from the formation and development of experiential marketing. The experiential marketing is produced after the experience economy and developed from IT industry. Following the connotation and relationship of virtual reality and experience. From the communication theories, virtuality is not the Shadow of the Shade and experience is not fabrication upon nothing. The experience is real in virtual world. The hierarchical theory of needs of Maslow. a.a. explains the experience of the virtual world from the psychology.The essay discusses the Virtual Experiential Marketing from three aspects—-shopping online, tour online and game online: shopping creating happy and honest environment, tour providing valuable information and atmosphere, game needing to maintain the order on line.
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