The experiential marketing in the online community

This paper discussed the reality of the domestic online communities. Based on the analysis of the status of online communities to develop experience marketing, this paper explored how to develop experience marketing in online communities, and how to achieve the interaction between internet users and online communities. Finally, based on citing the case of Alibaba, this paper reached the conclusion that the online communities should make users to experience different feelings and gain the value to improve the loyalty by experience marketing.