| ACKNOWLEDGEMENTS | 第4-5页 |
| ABSTRACT | 第5页 |
| 摘要 | 第6-16页 |
| 1 Introduction | 第16-20页 |
| 1.1 Selection Background and Research Significance | 第16-18页 |
| 1.1.1 Selection Background | 第16-17页 |
| 1.1.2 Research Significance | 第17-18页 |
| 1.2 Research Contents, Methods and the Structure of the Paper | 第18-20页 |
| 1.2.1 Research Contents | 第18页 |
| 1.2.2 Research Methods | 第18-19页 |
| 1.2.3 The Structure of the Paper | 第19-20页 |
| 2 Literature Review | 第20-35页 |
| 2.1 The basic characteristics of B2C E-Commerce | 第20-22页 |
| 2.1.1 Definition and classification of E-commerce | 第20页 |
| 2.1.2 The Definition of B2C E-Commerce | 第20-21页 |
| 2.1.3 Basic Characteristics of B2C E-Commerce | 第21-22页 |
| 2.2 Brand equity theory | 第22-29页 |
| 2.2.1 Definition of brand equity | 第22-23页 |
| 2.2.2 Brand image definition and research model | 第23-29页 |
| 2.3 Experience marketing strategy | 第29-32页 |
| 2.3.1 The definition of experience | 第29-30页 |
| 2.3.2 The Definition of Experience Marketing | 第30-32页 |
| 2.4Interactive marketing strategy | 第32-35页 |
| 3 Case Descriptions | 第35-44页 |
| 3.1 Profile of V Company | 第35-36页 |
| 3.2 Brief Analysis on V Company’s brand equity creating process | 第36-38页 |
| 3.3 Analysis on V Company’s current situation of brand image | 第38-44页 |
| 4 Case Analyses | 第44-71页 |
| 4.1 Data collection and analysis | 第44-56页 |
| 4.1.1 Sample selection | 第44页 |
| 4.1.2 Questionnaire design | 第44-45页 |
| 4.1.3 The issuing and recovery of questionnaire | 第45-46页 |
| 4.1.4 Data statistics and analysis | 第46-56页 |
| 4.2 The experience marketing strategies analysis | 第56-63页 |
| 4.2.1 Four critical moments of V Company’s experience marketing | 第56-59页 |
| 4.2.2 The experience marketing strategies of V Company’s experience center | 第59-61页 |
| 4.2.3 Action experience marketing strategies of“V Company’s customer experienceimproving plan” | 第61-62页 |
| 4.2.4 The disadvantages and suggestions for V Company’s experience marketingapplication | 第62-63页 |
| 4.3 The interactive marketing strategies analysis | 第63-71页 |
| 4.3.1 The“Wonderful Friends”exclusively titled by V Company’s interactive marketing | 第64-65页 |
| 4.3.2 V Company establishes“365 Loving Fund”event to interact marketing | 第65-66页 |
| 4.3.3 The interactive marketing strategies of V Company’s network game“Crazy GuessFigure” | 第66-67页 |
| 4.3.4 The interactive marketing strategies of V Company’s official Weibo | 第67-68页 |
| 4.3.5 Disadvantages and suggestions on the application of V Company’s interactivemarketing | 第68-71页 |
| 5 Conclusions and Expectation | 第71-73页 |
| 5.1 Main conclusions and marketing application | 第71-72页 |
| 5.2 Limitations and study direction in the future | 第72-73页 |
| REFERENCES | 第73-76页 |
| APPENDIX | 第76-77页 |
