基于网络文本和ASEB栅格分析的体验营销策略研究——以新疆禾木村为例

Research on Experiential Marketing Strategies Based on Network Text and ASEB Grid Analysis——A Case Study of Xinjiang Wom Village

从游客实际体验的角度出发,采用禾木村的网络评论文本内容,借助ROST Content Mining 6软件从活动、环境、体验、利益四个方面分析游客对禾木村的旅游体验情感现状,以此为基础形成禾木村旅游体验经营现状ASEB战略矩阵。最后,根据禾木村旅游体验消极影响因素:活动项目缺少主题、旅游环境商业气息浓、服务质量低、情感文化满意度低,整合禾木村特色旅游资源,提出有针对性的体验营销策略建议:主题营销、氛围营销、文化营销。

From the point of view of tourists actual experience, this paper uses the content of Wom s web comment text and ROST content Mining 6 software to analyze the present situation of tourist experience emotion from the aspects of activity, environment, experience and benefit, on the basis of which ASEB strategy matrix for Wom s tourism experience management is formed. Finally, according to the negative factors （the lack of the theme of the activities, overt commercial atmosphere of tourism environment, low-quality service, and poor emotional and cultural satisfaction）, the paper proposes corresponding marketing strategies： theme marketing, atmosphere marketing and cultural marketing.