浅谈娱乐营销模式与旅游产品开发

On Construction of the Entertainment Marketing Mode in the Development of the Tourism Product

旅游就是为了娱乐自我、寻找快乐，旅游业应当成为制造快乐的产业。旅游经济是新兴的娱乐经济，娱乐经济的营销更应该是娱乐营销。这既是它的必然要求，又是它的优势所在。由旅游体验这一概念切入，引出娱乐营销的定义，从宁波旅游产品娱乐开发等例子的娱乐营销、以人为本的市场细分、体验主题的设计和娱乐元素的注入以及媒体造势的应用等方面，提出娱乐营销模式在旅游产品开发中的构建思路。

Tourism is to entertain oneself and to find happy. Accordingly tourism industries should be happy manufacturing industries. Tourism economy is a newly-emerged entertainment economy, and marketing of the entertainment economy should be the entertainment marketing, which is a necessary requirement and also an advantage. This paper discusses from the concept of tourism experience, and leads to the definition of entertainment marketing. The paper proposes the construction ideas of the entertainment marketing in the development of entertainment product, from the discussion on people-oriented market segmentation through the examples of tourism products development in Ningbo, design of the experience theme, the entertainment elements injection, the media support applications and so on.