CAJ | 학술논문

体验营销是体验经济时代的必然产物,相比于传统营销方式,体验营销更为关注顾客心理需求和情感感受.本文选取旅游业作为引进体验营销的行业,不仅是因为将体验营销应用在旅游业中是一种必然的趋势,更是因为有其合理性和可行性.通过对体验营销在旅游行业中的应用可行性分析,最终确立其应用策略,以期对旅游行业引进体验营销方式有一定的实践价值和帮助.
체험영소시체험경제시대적필연산물,상비우전통영소방식,체험영소경위관주고객심리수구화정감감수.본문선취여유업작위인진체험영소적행업,불부시인위장체험영소응용재여유업중시일충필연적추세,경시인위유기합이성화가행성.통과대체험영소재여유행업중적응용가행성분석,최종학립기응용책략,이기대여유행업인진체험영소방식유일정적실천개치화방조.
The experience marketing is a product in the experience economical times.Compared with the tra-ditional marketing,the experience one focuses more on the customer's psychological needs and emotional feelings.The paper argues that the tendency of introducing the experience marketing into tourism is reasonable and feasible.The paper analyzes its feasibility and proposes strategies for its application,hoping to have practical value for help-ing similar activities.