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目 录 摘要…………………………………………………………………………………………………1 Abstract……………………………………………………………………………………………1 文献回顾…………………………………………………………………………1 （一）体验经济时代的到来 （二）体验经济时代下的体验营销………………………………………………………………1 （三）体验营销与旅游业的契合…………………………………………………………………1 体验营销角度下南京旅游业的现状………………………………………1 （一）南京——优势突出的旅游业宏观环境…………………………………………………….1 （二）南京旅游业经营现状分析…………………………………………………………………1 （三）南京旅游业的体验营销模型 ……………………………………………………………1 南京旅游业体验营销问题展现与实例……………………………………1 （一）案例展现……………………………………………………………………………………1 （二）南京旅游业运用体验营销存在的问题………………………………………1 体验营销角度下的南京旅游业的应对策略……………………………………1 （一）寻求旅游体验…………………………………………………………………………1 （三）通过正面线索塑造象，并消除负面的线索积极建立完备的旅游产品售后服务体系……………………………………………1 【参考文献】…………………………………………………………………………1 发动机在汽车行业的应用 ——以帕萨特B5为例 【摘 要】体验营销以向顾客提供有价值的体验为宗旨，力图通过满足顾客的体验需要而达到吸引和挽留顾客、获取利润的目的。面对体验经济时代旅游需求的改变，应引入体验营销的观念，吸引更多游客来进行旅游体验，给游客创造值得回忆的体验金融危机下，旅游业未能幸免。刺激旅游市场、拉动消费需求Experiential Marketing Application of the tourism industry in Nanjing-Travel as an example to Zhongshan [Abstract]Marketing experience to provide customers with valuable experience for the purpose of trying to meet the customers experience through the need to achieve to attract and retain customers, the purpose of profit. Experience economy era, the face of changes in tourism demand, tourism should be introduced to the concept of experiential marketing to attract more tourists to travel experience, to create a memorable visitor experience, thereby enhancing customer satisfaction, customer loyalty brought. Financial crisis, the tourism industry is not spared. Chinas tourism industry with low barriers to entry, faster economic growth, trade can be copied and strong, making the tourism industry uncompetitive. In this connection, it will be used in tourism marketing experience to undertake a study to stimulate the tourism market and the consumer demand. [Key words] Experience Economy Experiential Marketing Tourism 在个性化与多样化的市场环境下,消费者已不再单纯满足物质需要，越来越注重追求丰富多彩的精神享受，传统营销模式已难以满足消费者的需求,运用体验营销模式逐渐成为众多企业竞争市场的重要手段。中山国旅在南京旅游市场上采取了体验营销策略，在乡村旅游的运用上效果尤为显著。这对我国相对落后、缺乏竞争力的旅游业有重要的借鉴意义。