浅析工业旅游体验营销对企业品牌形象的影响

Analysis of the Influence of Industrial Tourism Experience Marketing on Corporate Brand Images

工业旅游体验项目将客户的需要作为前提,对消费者市场展开系统的调研工作,锁定目标市场,充分开发以及挖掘有效市场,确保企业产生可行性的工业旅游产品。客源分析要从企业本身所具备的特征入手,开发差异性的旅游展区,使不同游客产生不同的企业印象,以此提升游客对于企业品牌的认知,为企业带来一定的经济效益。本文对工业旅游的概念与特征进行了阐述,分析了工业旅游体验营销对企业品牌形象的影响,并提出了具体的实施策略。

The industrial tourism experience project takes the needs of customers as a premise,conducts systematic research work on the consumer market,locks in the target market,fully develops and explores effective markets,and ensures that the enterprise produces viable industrial tourism products. In the process of customer source analysis,it is necessary to systematically analyze the characteristics of history,culture and education of the enterprise itself,develop different tourism exhibition areas from the basic characteristics of different customers,and generate different values and impressions for different personnel,so as to enhance tourists’ awareness of corporate brands and bring certain economic benefits to enterprises. This paper expounds the concept and characteristics of industrial tourism,analyzes the impact of industrial tourism experience marketing on corporate brand image,and puts forward specific implementation strategies.