體驗(yàn)營(yíng)銷(xiāo)在景區(qū)品牌運(yùn)作中的應(yīng)用研究——以巫溪白果林場(chǎng)風(fēng)景開(kāi)發(fā)為例.pdf

1、西南大學(xué)碩士學(xué)位論文體驗(yàn)營(yíng)銷(xiāo)在景區(qū)品牌運(yùn)作中的應(yīng)用研究——以巫溪白果林場(chǎng)風(fēng)景開(kāi)發(fā)為例姓名：朱濤申請(qǐng)學(xué)位級(jí)別：碩士專(zhuān)業(yè)：旅游管理指導(dǎo)教師：趙毅20070401兩南犬學(xué)碩十學(xué)位論文摘要AbstractForthepnmarypu叩oScoftouristogetrelaxandsatisfactionthetraditionaltouristfor一一seeingcannotfitforthepurposeWhenatouristvalue

2、dthequalityoftouritmustbebasedonthedeveeofsatisfactioninthetourexperienceAndfromtheviewoftouristproduct，theexperienceisnotanyembodiedinthecoreoftouristproducts，butalsointhetangibleenvironmentandtheextensionofproductInfac

3、tthearisingof“experience’istheresultofchasinglivingqualityandthedevelopmentofsocietyMoreovertouristheactiveofachieving‘experience”SothetraditionalmarketingtheoryisnotadaptedtotourismItisamuchmoresuitablechoiceofSubstitut

4、ingtraditionalmarketingwaybyExperienceMarketingwhichCancatertothedemandonspiritandfeelingbetterTheappearanceofbrandeffectonintangibleproductistheresultofmarketcompetitionThisappearancenotanypredicateonekindofundertaking，

5、butalsobringalivingtastetoconsumerstoenjoyspiritexperienceIfanaturallandscapeparkwanttogetSuccessinthefiercecompetition，theonlywayistocreateowntouristbrandSohowtocreatebrandmoreeffectivelyforanaturallandscapeparkisworth0

6、111“thinkingInthisarticle，1wouldplantodiscusstheimplicationofexperiencemarketinginthebrandbuildfornaturallandscapeparkthroughthefollowingsection：1mthebasictheoryofExperienceMarketing；2叫thecombinationofExperienceMarketing

7、andbrandbuild；3坩t(yī)hefeasiblenessofimplicatingExperienceMarketingincreatingnaturalparkbrand；4mthetacticsofimplicatingExperienceMarketingincreatingnaturalparkbrandExperienceMarketingisstillanewareaillacademecirclefurthermor

8、etheresearchontheimplicatingExperienceMarketingincreatingnaturallandscapeparkbrandSoitisarelativelydifficultthemeAtlastthisarticleanalysistheimplicatingExperienceMarketingincreatingnaturallandscapeparkbrandfromtheoryandc