用“体验式营销”模式推进沙雕节产业化进程

Carrying Forward the Industrialization of Sand-sculpture Festival in "Experiential Marketing" Mode

舟山国际沙雕节是舟山市重点旅游节庆活动,对舟山市的经济社会发展起到了巨大的推动作用。站在舟山旅游经济发展新形势的大背景之下,结合舟山大桥经济时代的到来和国家节假日的重新调整,结合朱家尖整体旅游的开发,本文拟引入"体验式营销"模式来实现舟山国际沙雕节的产业化,促进舟山沙雕节的可持续发展。

Zhoushan International Sand-sculpture Festival is key tourism festivity of Zhoushan, which greatly propels Zhoushan economical and social development. In the macro-background of the emerging development situation of Zhoushan tourism economy, the coming era of Zhoushan bridge economy, the readjustment of national festivals and holidays, and the development of Zhujiajian integral tourism, this paper tries to introduce the ＂experiential marketing mode＂ to realize the industrialization of Zhoushan International Sand Sculpture, and promote the sustained development of Zhoushan sand sculpture.