体验旅游下的消费者行为研究.docx

DUFE 消费者行为学 旅游体验下的消费者行为研究 学号： 2013 专业： 姓名： 教师评阅意见： 论文成绩 □95 □90 □85 □80 □75 □70 □65 □60 □60 以下 摘要 体验经济是一种全新的经济形态 , 它与产品经济时代企业追求自我价值实现相比 完全转变了经济运营的角度 , 即从以企业决定产品设计与营销运行为中心的阶段 , 转变到了由顾客自行决定需求要项 , 并使顾客能够时时监控自己产品生产过程的 阶段。 它与服务经济时代企业提供系统而完备的服务相比也彻底转变了服务模式 , 即从企业制定服务规程并提供服务的阶段 , 转变到了顾客自我决定服务规程并选 择服务要项的阶段。 体验经济以网络经济为依托 , 塑造出了一种全新的运营模式 , 使顾客价值得到了全面提升。 体验经济时代的到来， 消费者不仅重视产品和服务， 更渴望获得体验的满足。 作为旅游企业， 应及时转换视角， 根据旅游消费者行为 特点制定相应的体验营销策略。 文章通过对旅游体验营销概念的陈述和对体验经 济时代消费者的消费行为特点进行归纳， 分析旅游企业的体验营销策略， 并提供 相应的改进建议。 关键词： 旅游， 体验营销， 消费者行为 I ABSTRACT Experience economy is a kind of brand-new economic form, it compared with product economy era enterprises pursuit of self value realization has utterly changed the economic operation of the point of view, that is, from based on the enterprise product design and marketing operation as the center of the stage, the shift to decide by the customer needs to study, and make customers to constantly monitor their production process stages.It provide with service economy era enterprises system and complete service compared to transform the service mode, that is, from enterprise service regulations formulated and provide the service stage, the change to the customer to decide service and selection service to a stage.Experience economy, which is based on network economy, create a new operation mode, makes comprehensive enhance customer value. The arrival of the era of experience economy, consumers not only attaches great importance to the products and services, more eager to gain experience.As tourism enterprises, should be timely conversion perspective, according to the travel consumer behavior characteristics to set up the corresponding experience marketing strategy.In this paper, through the presentation of the concept of marketing on tourism experience and the experience ec