基于体验营销的旅游新产品营销策略研究.docVIP

PAGE PAGE 18 题 目: 基于体验营销的旅游新产品营销策略研究 院系名称： 专业班级： 学生姓名： 学 号： 指导教师： 教师职称： 摘 要 体验经济是继农业经济、工业经济、和服务经济之后的第四个经济发展阶段，它把体验作为一种经济提供无的经济模式，它的到来在世界范围内引起了强烈反响。同时，由于人们对个性化的追求越来越强烈以及旅游行业竞争的愈发激烈，很多专项旅游业应运而生，如农业旅游、生态旅游、会议旅游、体育旅游等，乡村旅游也属于其中的一支。乡村旅游作为一种古老而又新颖的旅游形式，越来越多地受到人们的关注。而体验营销作为一种新的营销模式也逐渐被应用到生产、流通、服务性行业中。将体验营销这种模式应用在乡村旅游中将会对乡村旅游产生很好的协同和提升作用。 本文在需求导向的营销理念的指导下，将体验营销这一营销学领域新产生的营销观念进行了系统化的整理和研究，并在构建体验营销理论平台的基础上，描述了旅游体验营销的定义和特点，阐述了实施旅游体验营销的必要性。并从感官营销、感受营销、思考营销、行动营销和关联营销等方面，提出了乡村旅游的营销策略。 最后，本文选取济南南部山区的乡村旅游作为具体的研究对象，在对现有旅游产品的简要介绍的基础上，客观分析了发展现状及存在问题，并有针对性地提出了乡村旅游新产品营销策略的对策和建议。 关键词：体验营销 乡村旅游 营销策略 Title Research of Marketing Strategy of Tourism New Product Based on the Experience Marketing Abstract Experience economy is the fourth stage of economic development coming after the agricultural economy, industrial economy, and service economy．It is to supply the product in the form of experience, which raise the intense reaction around the whole world．At the same time，many particular tourism items emerge due to the desire of people’s pursuing individuality as well as the fierce competition of tourism，such as farming tourism，ecology tourism，conference tourism, vacation tourism and so on．Rural tourism is one branch of it．Rural tourism is as an ancient and new form of tourism, more and more attention. The Experiential Marketing as a new marketing model has gradually been applied to the production, circulation, the service industry. Experience Marketing will be applied to this model of rural tourism and will be very good for rural tourism and enhance the role of synergy. The article describes the definition and characteristics of experiential marketing, set forth the essentials of carrying out experiential marketing in tourist business. Based on the demand-oriented marketing philosophy, this thesis studies and analyzes the experiential marketing theory. And try to