基于体验经济的旅游企业营销创新研究

A Study on Marketing Innovation of Tourism Enterprise Based on Experience Economy

体验经济是继农业经济、工业经济、服务经济之后又一全新的经济发展阶段。体验经济条件下,消费者不仅重视产品和服务,更渴望获得体验的满足。本文简要阐述了我国旅游企业的营销现状,分析了在体验经济条件下旅游企业营销存在的问题,提出了以体验为中心的旅游营销观念、产品、促销、定价、服务人员、体验主题以及网络营销等的创新方法与思路,旨在促进我国旅游营销顺应时代的发展,提高旅游企业在国内外市场上的竞争能力。

After agriculture economy, industry economy, serve economy, experience economy becomes the brand-new economy developrnent stage once more. On experience economy condition, consumers not only attach importance to product and service, but also much eagerly long to get the satisfaction of experience. This paper briefly states current situation of our country tourism enterprise, totally analyzes the existence problem of tourism enterprise marketing on experience economy condition. On the basis, I put forward innovative method and thought taking experience as center of tourism marketing concept, product, promotion, pricing, service people, experience topic, and internet marketing, etc. In order to promote our country tourism marketing conforming to the development of times, and improve the tourism enterprises competitive ability in domestic and foreign market,