體驗營銷在景區(qū)品牌運作中的應用研究——以巫溪白果林場風景開發(fā)為例.pdf

1、西南大學碩士學位論文體驗營銷在景區(qū)品牌運作中的應用研究——以巫溪白果林場風景開發(fā)為例姓名：朱濤申請學位級別：碩士專業(yè)：旅游管理指導教師：趙毅20070401兩南犬學碩十學位論文摘要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