市场营销毕业论文（设计）- 青海户外探险旅游体验营销研究.docVIP

毕业论文 0634105122 指 导 教 师： 专 业 年 级： 2006级市场营销 所在学院和系： 财经学院工商管理系 完 成 日 期： 2010年6月4日 答 辩 日 期： 2010年6月12日  摘要 随着体验经济时代的到来，体验营销作为一种从顾客视角审视营销活动规律性的全新营销方式，登上了历史舞台。而户外探险旅游是一种依赖自然地理特征的户外活动，它不仅能锻炼身体，而且可以开阔视野，近年来发展势头良好，目前探险旅游爱好者也初具规模，但传统的营销策略严重制约了户外探险旅游的发展。因此，需要用全新的营销理念来重新设计户外探险旅游营销策略，而体验营销既符合了体验经济时代下消费者日益增加的对体验的需求，又切合了旅游的体验本质，可见户外探险旅游实施体验营销是一条有效的途径。文章首先阐述了户外探险旅游体验营销的研究背景、目的及意义，并对探险旅游体验营销的相关理论进行了分析，然后应用SWOT分析法全面分析了青海探险旅游发展现状及存在的问题，最后提出青海户外探险旅游体验营销的具体策略。论文的创新点表现在提出了青海户外探险旅游的市场定位策略、主题策略、项目设计策略以及营销组合策略，并首次构建了青海户外探险旅游体验营销组合模型。 关键词：青海，探险旅游，体验营销  OUTDOOR ADVENTURE TOURISM EXPERIENCE IN QINGHAI MARKETING RESEARCH Abstract With the advent of the experience economy age, experience marketing has been on stage as a new marketing pattern which is surveyed marketing activities from the perspective of the customers. However, outdoor explorative travel is an outdoor activity which depended on the natural geographic features, it can not only exercise one’s health, but also can broaden one’s eyes. Moreover, it develops rapidly and has begun to take shape. However, the traditional marketing strategies have restricted the development of the outdoor explorative travel at a great extent. Thus we should design outdoor explorative strategies with new marketing concept. Experience marketing corresponds with the increasing need of the customers who lived in the experience economy age, and accords with the essence of the travel as well. Thus it can be seen that outdoor explorative travel practices experience marketing is an effective way. The thesis firstly describes the background, purpose and meaning of the outdoor explorative travel, and analyzes the relevant theory of the explorative travel practicing experience travel, then it comprehensively analyzes the present situation and the problems of the explorative travel in Qin