20081221002 ) 2012 4 20
6 1
Research on the Strategies of Traveling Experience Marketing Abstract The experience economy era for all walks of life experience marketing requirements, and travel experience nature tourism industry needs more experience marketing. Above literature, through the grasp of the definition of the travel experience of marketing, the characteristics of the environmental analysis of the tourism enterprises and the business faces, put forward specific marketing strategies of travel experience. Around the experience, the commencement of the six elements of the staff, atmosphere, pricing, channels, promotion, so as to constitute a tourism experience marketing mix model. And in order to further improve, but also summed up the problems that need attention in the implementation process. Keywords Experience economy Tourism experience Experience marketing Tourism experience marketing 1
1... 1 1.1... 1 1.2... 1 1.3... 1 2... 2 2.1... 2 2.2... 3 2.3... 4 3... 5 3.1... 5 3.2... 6 4... 7 4.1... 7 4.2... 7 4.3... 7 4.4... 7 5... 8 5.1... 8 5.2... 9... 11... 12... 13 1
1 1.1 1.2 1.3 1.3.1 2001 1
1.3.2, 1.3.3 (Pine ) (Gilmore) Welcome to the Experience Economy 10 1.3.4 2 2.1 2
2.2 2.2.1 2.2.2 2.2.3 2.2.4 3
2.3 2.3.1 2.3.2 2.3.3 4
3 3.1 3.1.1 10% 3.1.2 5000 2009 3.1.3 5
3.1.4 3.1.5 3.2 3.2.1 12 2 11 35 19326.9 27 2012 1.85 21% 1000 21.9% 2012 32.33% 20.6% 36.5% 34.3% 88.9% 73.6% 3.2.2 6
4 4.1 4.2 4.3 4.4 7
5 5.1 4P 6 5.1.1 5.1.2 5.1.3 5.1.4 8
5.1.5 5.1.6 5.2 5.2.1 9
5.2.2 5.2.3 5 5 10
1 6 2 11
12 1. :[ ].,2010 2. [J].,2011,(1):48~50 3..,2003,32(20):15~17 4. [J].,2010 5... : 2004.67~76 6. :[ ], :,2006 7,2004,31(4):40~43 8..,2006,8(9):56~67 9..,2007,32(4):90~98 10..,2006,23(4):34~36 11.. 2006 21(05):66~71 12.. 2005 1(1):20~27 13..,2009,32(4):66~75 14..,2007,12(5):12~28 15.. 2005 1(1):20~27 16.. :.2006.73~116 17. :[ ], :,2006 18. :.,2004,25(9):26~28 19. 2005 21(24):125~126 20,.. :,2005.67~75 21,..,2006.23(4):34~36
13