【正文】 [4]C2C 行業(yè)網(wǎng)站在不同市場地位下的營銷策略 粟秒 丹 2021 [5]杜江萍 .協(xié)同電子商務 :21 世紀的商務模式 [J].江西社會科學， 2021(9). [6]韓寶明 ,等 .電子商務安全與支付 [M].北京 :人民郵電出版社 ,2021. [7]梅紹祖 .電子商務與物流 [M].北京 :清華大學出版社 ,2021. [8] [丁海軍 .電子商務條件下企業(yè)物流運作模式 [J].商業(yè)研究 ,2021(7). [9]鄧曉益，沈娜利，陽乾鳳 .C2C 交易風險與誠信管理機制分析 2021 [10]Haubl GTrifts V:Consumer Decision Making in OnlineShopping Environments:The Effects of Interactive Decision Aids. Marketing Science, 2021,19 [11]Hei jden H V,Verhagen T,Creemers M. Predicting Online Purchase Behavior:Replications and Tests of Competing of the 34th Hawaii International Conference on System Sciences,2021 [12]Li Zhang Ping:Consumer online shopping attitudes and behavior: An assessment of Americas Conference on Information Systems, 2021 [13]梅紹祖 .電子商務與物流 [M].北京 :清華大學出版社 ,2021 *******畢業(yè)設計（論文） 21 論文附件 一、英文原文 ： C2C website experience marketing strategy research with dragons, for example In recent years, as China39。s C2C online retail market by several enterprise control, basically have alibaba39。s yes, tencent39。 Along with the traditional industries to emerce counterattack, and petitor in the imitation of these advantages are less attractive has user, hard in the fierce petition ensure steady growth of site C2C. C2C website must conform to the transformation of modern consumer demand, to not only satisfy user39。 web site provides C2C is throughout a series of service trade always accept these services, the user in the stand or fall of the feeling when determines if users can access the website. C2C again The shopping activities under website C2C characteristic decision of the experience marketing has a decisive significance the 1. Experience throughout the user the whole transaction process. C2C users in the shop have: attention when product quality, price, sellers credit, payment, delivery time, physical and pictures, degree of correspondence customer service, etc. For users of C2C ebusiness, from the first registration, identity authentication, modity inquiry, product parison, decide to buy, the online payment, to finally signed by express delivery, user experience are never ceased. Especially the first shopping online for the user, goods and online sellers of online trust, to the online payment for the security of online shopping have questioned, the process not familiar with etc factors, any link user experience will terminate transactions. Disappointments 2. Trading environment of virtual sex. C2C website itself is a virtual shopping platform, virtual shelves, virtual shoppers, and unlike traditional stores that have real space, can touch shelves, real salesman, true of shoppers. In the virtual work world shopping people are usually less secure. In order to reassure the user39。 On the other hand, in order to eliminate the purchased goods uncertainty, people tend to trust used this product of the opinions of others. Many buyers online shopping before, often after other users browse and search for the goods and seller39。s current C2C market, taobao has absolute advantage, and 2021 China online retail market scale C2C 2307 billion, taobao exclusive to 85%. Dragons was founded in May 2021, early with free mode, the thirdparty payment platform pay treasure and unique marketing means, soon put the industry bibcock at ebay beat and instead. Development so far, these means of petition is no longer exclusively to clean out treasure, and a few other home C2C site also holds the unique petitive advantage, while traditional enterprise the electronic merce counterattack also let emerce price advantage decreased. Taobao now success, is no longer based on past some unique petition means, but attributed to his in establishing emerce ecological civilization strategy has constantly take to experience marketing strategy. Taobao at different levels of the implementation of the experience marketing strategy on, let users from the first visit to the site in treasure to create unique experience, users in addition to obtain goods value, more gained positive pleasant experience, this experience repeated and strengthening, lets users get used to shopping work in taobao lifestyle, bee a faithful follower of treasure. Conclusion individual consumers shopping environment more accord with that of different consumer personality factors。跟據(jù)中國互聯(lián)網(wǎng)絡信息中心（ CNNIC）發(fā)布的《第 25 次中國互聯(lián)網(wǎng)絡發(fā)展狀況統(tǒng)計報告》，截至 2021 年 12 月，我國網(wǎng)民規(guī)模已達 億，其中網(wǎng)絡購物用戶規(guī)模達 億，較 2021 年增長 %，網(wǎng)絡購物使用率繼續(xù)上升，達到 %。雖然現(xiàn)狀是淘寶一家獨大，但其他的競爭者都各自握有獨特的競爭優(yōu)勢，例如騰訊憑借 積累的海量用戶群，為拍拍網(wǎng)開拓市場、提高辨識度打下了良好的基礎，我國的 C2C 市場仍然可以用競爭激烈來形容。 C2C 網(wǎng)站必須順應現(xiàn)代消費需求的轉(zhuǎn)變，不單滿足用戶的質(zhì)量功能上的需求，更要關注用戶在購買構成中的心理需要和情感偏好，為用戶創(chuàng)造良好的網(wǎng)絡購物體驗。 C2C 網(wǎng)站購物活動的以下特性決定了體驗營銷對其有著決定性的意義。 C2C 用戶在網(wǎng)購時關注的方面有：產(chǎn)品質(zhì)量、價格、賣家信用、付款方式、交貨時間、實物與圖片的相符程度、客戶服務等。特別是首次網(wǎng)上購物的用戶，對網(wǎng)上商品和網(wǎng)上賣家的信任、對網(wǎng)上支付的安全性懷有質(zhì)疑、對網(wǎng)上購物的流程不熟悉等等因素，任何一個環(huán)節(jié)的經(jīng)歷不如意都會使用戶終止交易。 C2C 網(wǎng)站本身是一個虛擬的購物平臺，虛擬的貨架、虛擬的人潮，而不像傳統(tǒng)商場那樣有 真實的空間、可觸摸的貨架、真實的售貨員、真實的購物者。為了打消用戶的購物疑慮、刺激強化消費者的購物沖動， C2C 網(wǎng)站就需要運用各種技術和營銷手段，讓這個虛擬的購物平臺為消費者所接受和喜歡。 在網(wǎng)購過程中，口碑傳播發(fā)揮著遠遠超乎傳統(tǒng)的影響力：一方面強大快捷的網(wǎng)絡資訊搜索功能，為人們查詢商品信息創(chuàng)造了良好的條件；另一方面為了消除對所購商品的不確定性，人們傾向于信任使用過該產(chǎn)品的其他人的意見。為了提升信譽和影響力，C2C 網(wǎng)站必須營造良好的購物環(huán)境，引導人們對網(wǎng)站正面的積極的口碑傳播。淘寶網(wǎng)成立于 2021 年 5 月，早期憑借免費模式、第三方支付平臺 — “ 支付寶 ” 以及獨特的營銷宣傳手段，很快把當時的業(yè)內(nèi)龍頭易趣打敗并取而代之。淘寶如今的成功，不再是基于以往的某些獨特競爭手段，而是歸功于其在建立 “ 電子商務生態(tài)文明 ” 戰(zhàn)略下所持續(xù)采取地體驗營銷策略。 結語 *******畢業(yè)設計（論文） 26 C2C 電子商務模式是一種方便快捷的商務模式，而消費者的購買決策受到眾多因素的 影響。