基于体验营销的酒店营销策略分析市场营销专业.doc

课 题 名 称：基于体验营销的酒店营销策略分析 课 题 名 称（英文）：Based on the analysis of experience marketing hotel marketing strategy 目 录 中英文题目 摘要 关键词·.........................................................................................................................2 一、体验经济 2 （一）体验经济概念................................................................................................................................2 （二）体验经济背景下的酒店产品消费特征........................................................................................3 二、酒店体验营销...........................................................................................................................................3 体验营销概念..................................................................................................................................3 酒店体验营销特点..........................................................................................................................4 酒店体验营销的必要性..................................................................................................................5 酒店体验营销应用现阶段面临的困难..........................................................................................6 三、酒店体验营销策略设计的基本原则......................................................................................................7 （一）全员..............................................................................................................................................7 （二）全程..............................................................................................................................................7 （三）全面..............................................................................................................................................7 四、五大体验营销策略分析..........................................................................................................................7 感官营销..........................................................................................................................................7 情感营销..........................................................................................................................................8 思考营销..........................................................................................................................................8 行动营销..........................................................................................................................................9 关联营销..........................................................................................................................................9 参考文献.......................................................................................................................................................10 致谢辞 11 基于体验营销的酒店营销策略分析 摘 要：在目前经济持续发展的环境中，体验营销就由此出现，其就是在产品营销、服务营销以后出现的一种以顾客为核心的全新的营销方式。最近一段时间，伴随经济社会持续发展，大众生活质量的提升，大众逐渐寻求精神层面上的满足，旅游业长久稳定发展，导致我国酒店业的规模日益壮大，酒店产品之间同质化日益严重，酒店竞争日益激烈。同时，酒店顾客在追求基本需求时，越来越注重精神消费体验感受。本文根据国内酒店行业在体验经济社会环境中产生的消费特点，探究酒店行业目前在市场营销中发生且展现出的问题，且在探究体验营销重要策略：知觉体验、思维体验、行为体验、情感体验、相关体验之后指出新颖的根据体验营销而制定的营销策略，主要目标就是协助酒店产业伴随社会变动及时改善自身营销策略以便更好的提升市场综合实力，得到长久的发展。 关键词：酒店营销；体验营销；营销策略 Based On the Analysis of Experience Marketing Hotel Marketing Strategy Abstract: under the background of experience economy, experience marketing, experience marketing is after the product marketing, service marketing, a real customer as the center of a new marketing tool. In recent years, with rapid economic and social development, people's living standards improve, more began to pursue the spiritual and cultural needs, sustained and rapid development of tourism in our country the size of the hotel industry growing, serious homogeneity between the hotel, the hotel competition is increasingly fierce. At the same time, the hotel customers in the pursuit of basic needs, more and more attention to consumer experience. The hotel industry in China under the background of experience economy consumption characteristics, analysis of the present stage in the hotel industry problems in the marketing, and studied the five experience marketing strategy put forward five new hotel marketing strategy based on experience as the driving force: reverse marketing, experience marketing, internal marketing, knowledge marketing and individualized emotion marketing, designed to help industry keep up with the changes of The Times change marketing strategy to improve competitiveness in time to win sustainable development. Key words: hotel marketing；experience marketing； marketing strategy 伴随社会以及经济的持续发展，目前顾客在消费的时候不只重视本身物质需要的满足，更关注追寻更高阶层的精神需要的达到。在上述环境中，体验营销的目标就是达到顾客内心需要，上述方式得到的更好的发展。 一、 体验经济 (一) 体验经济概念 体验经济就是从生活以及感情着手，利用对顾客感官以及理念的作用，得到顾客的关注，来作用于且转变顾客的活动，且为所营销的商品寻找到全新的发展前景和空间。体验经济就是将服务当做舞台，将产品当做道具来让顾客进入其中的社会演进时期。因为服务经济正在持续商业化，大众个性化消费需求无法得到全面的满足，大众逐渐将从金钱使用方向转变到能够为其准备价值的经济形态，其就是体验经济。国家专家约瑟夫·派恩和詹姆斯·吉尔摩在《体验经济》书籍中就清楚的指出将到现在为止的社会经济形态划分成产品经济、商品以及服务经济等主要种类，经济社会的进步是依照产品经济——商品经济——服务经济流程发展而来的，但是体验经济就是更高等级的形态。其主要特征为：终端性、差异性、