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1、題目:基于體驗(yàn)營銷的旅游新產(chǎn)品營銷策略研究院系名稱:學(xué)生姓名:指導(dǎo)教師:專業(yè)班級:學(xué)號:教師職稱:摘要體驗(yàn)經(jīng)濟(jì)是繼農(nóng)業(yè)經(jīng)濟(jì)、工業(yè)經(jīng)濟(jì)、和服務(wù)經(jīng)濟(jì)Z后的第四個經(jīng)濟(jì)發(fā)展階段,它把體驗(yàn)作為一種經(jīng)濟(jì)提供無的經(jīng)濟(jì)模式,它的到來在世界范圍內(nèi)引起了強(qiáng)烈反響。同時,由于人們對個性化的追求越來越強(qiáng)烈以及旅游行業(yè)競爭的愈發(fā)激烈,很多專項旅游業(yè)應(yīng)運(yùn)而生,如農(nóng)業(yè)旅游、生態(tài)旅游、會議旅游、體育旅游等,鄉(xiāng)村旅游也展于其中的一支。鄉(xiāng)村旅游作為一種古老而又新穎的旅游形式,越來越多地受到人們的關(guān)注。而體驗(yàn)營銷作為一種新的營銷模式也逐漸被應(yīng)用到生產(chǎn)、流通、服務(wù)性行業(yè)中。將體驗(yàn)營銷這種模式應(yīng)用在鄉(xiāng)村旅游中將會對鄉(xiāng)村旅游產(chǎn)牛
2、很好的協(xié)同和提升作用。本文在需求導(dǎo)向的營銷理念的指導(dǎo)下,將體驗(yàn)營銷這一營銷學(xué)領(lǐng)域新產(chǎn)生的營銷觀念進(jìn)行了系統(tǒng)化的整理和研究,并在構(gòu)建體驗(yàn)營銷理論平臺的基礎(chǔ)上,描述了旅游體驗(yàn)營銷的定義和特點(diǎn),闡述了實(shí)施旅游體驗(yàn)營銷的必要性。并從感官營銷、感受營銷、思考營銷、行動營銷和關(guān)聯(lián)營銷等方面,提出了鄉(xiāng)村旅游的營銷策略。最后,本文選取濟(jì)南南部山區(qū)的鄉(xiāng)村旅游作為具體的研究對象,在對現(xiàn)有旅游產(chǎn)品的簡耍介紹的基礎(chǔ)上,客觀分析了發(fā)展現(xiàn)狀及存在問題,并有針對性地提出了鄉(xiāng)村旅游新產(chǎn)品營銷策略的對策和建議。關(guān)鍵詞:體驗(yàn)營銷鄉(xiāng)村旅游營銷策略TitleResearchofMarketingStrategyofTouri
3、smNewProductBasedontheExperienceMarketingAbstractExperienceeconomyisthefourthstageofeconomicdevelopmentcomingaftertheagriculturaleconomy,industrialeconomy,andserviceeconomy-Itistosupplytheproductintheformofexperience,whichraisetheintensereactionaroundthewholeworld.Atthesametime,manyparticulartou
4、rismitemsemergeduetothedesireofpeople'spursuingindividualityaswellasthefiercecompetitionoftourism,suchasfarmingtourism,ecologytourism,conferencetourism,vacationtourismandsoon.Ruraltourismisonebranchofit.Ruraltourismisasanancientandnewformoftourism,moreandmoreattention.TheExperientialMarketingasa
5、newmarketingmodelhasgraduallybeenappliedtotheproduction,circulation,theserviceindustry.ExperienceMarketingwillbeappliedtothismodelofruraltourismandwillbeverygoodforruraltourismandenhancetheroleofsynergy.Thearticledescribesthedefinitionandcharacteristicsofexperientialmarketing,setforththeessentia
6、lsofcarryingoutexperientialmarketingintouristbusiness.Basedonthedemand-orientedmarketingphilosophy,thisthesisstudiesandanalyzestheexperientialmarketingtheory.Andtrytoproposethestrategyofruraltourismproduct-developmentonthebasisofexperiencemarketingusingpossibilityandnecessityfromthesensemarketin
7、g,fellmarketing,thoughtmarketing,actionmarketingandmarketingrelatedaspects.Finally,selectthemountainvillagesinsouthernJinantourismasaspecificobjectofstudy.Beonthebasisoftheexistingtourismproductsinabriefdescription,analyzeob