论文-0941036138-郑俊豪.doc

论旅游业体验营销化现状及发展—以迪士尼为例 摘 要：体验营销是继产品营销、服务营销之后的一种真正“以顾客为中心”的全新的营销方式。与传统营销相比，体验营销更加注重顾客参与、互动及其感受。在体验经济时代，旅游者的需求越来越趋向于互动化、体验化和个性化，旅游业的发展呼唤体验营销并为之注入新的发展动力。我国的旅游业也不例外。一方面，随着社会的发展、经济的增长、科技的进步和进入小康，人们旅游需求日益增长，并向高层次的体验旅游需求发展。另一方面，我国旅游业面临日益严重的国内外竞争压力，竞争的激烈也迫使企业从传统营销方式转向真正“以顾客为中心”的体验影响，以争夺顾客和市场，求得生存和发展。在策略应用方面，通过对迪士尼这个体验营销成功案例的研究，提出可行有效的体验营销策略。体验营销在我国旅游业中的应用不仅是一种必然的趋势，而且是可行的和必要的。 关键词：体验经济；体验营销；迪士尼；体验策略 Development of tourism experience marketing Status and Prospects —— The Disney Case Abstract： The experience marketing is a brand-new marketing way that truly focus customer’s requirement, following product marketing and service marketing. Compared with the traditional marketing, the experience marketing pays more attention to the customer’s participation and its feeling. The tour is one kind of natural experience economy. In the experience economical times, the demand of tourist tends to the interaction, the experience and the individuality more and more. The development of tourism needs experience marketing to pour the recent development power into it. Our country tourism is not exceptional too. On the one hand, along with societys development, the progress of technology and the growth of economy, people who enter into extricate from the arduous work, the demand of tourist grows increasing, and move to high level experience traveling demand. On the other hand, our country tourism faces with the serious domestic and foreign competitions pressure, the competitive intense also forces the enterprise to transfer from the traditional marketing way to truly taking the customer as the central experience influence, capture the customer and the market, obtains the survival. At the strategic applications, through the Disney success stories of this experiential marketing research, propose feasible and effective experience marketing strategy. Experience Marketing in the tourism industry of China is not only an inevitable trend, and is feasible and necessary. Keywords: Experience E