基于体验营销理论的科技旅游产品开发研究

【作者】 刘欣；

【导师】 陶卓民；

【作者基本信息】 南京师范大学 ， 人文地理学， 2007， 硕士

【摘要】 体验经济是继农业经济、工业经济和服务经济之后的第四个经济发展阶段。它是把体验作为一种经济提供物的经济形式，它的到来在世界范围内引起了强烈反响。同时，由于人们对个性化的追求越来越强烈以及旅游行业竞争的愈发激烈，很多专项旅游也应运而生，如农业旅游、生态旅游、会议旅游、体育旅游、度假旅游、修学旅游等，科技旅游业属于其中的一支。科技旅游因为其科技含量高、参与性强等特点，其经济、社会、生态效益都很好，符合可持续发展的要求，受到广泛关注，发展前景广阔。本文首先对体验式营销的相关概念和理论进行阐述，针对科技旅游科技含量高、参与性强等特点，在分析了体验式营销应用于科技旅游的可能性和必要性的基础上，以科技旅游产品设计开发为重点，从感官营销、感受营销、思考营销、行动营销和关联营销等五个方面，提出了科技旅游产品设计开发的策略。最后，本文选取南京傅家边农业科技园作为具体的研究对象，在对科技园简要介绍的基础上，客观地分析了科技园目前的发展现状及存在问题，将SEMs体验战略模块应用于其具体的产品开发当中去，并就该园区产品促销工具选择、体验环境营造、体验设计改造和体验活动设计四个方面有针对性地提出了傅家边农业科技旅游产品开发的对策和建议。更多还原

【Abstract】 Experience economy is the fourth stage of economic development coming after the agricultural economy, industrial economy, and service economy. It is to supply the product in the form of experience, which raise the intense reaction around the whole world. An the same time, many particular tourism items emerge due to the desire of people’s pursuing individuality as well as the fierce competition of tourism, such as farming tourism, ecology tourism, conference tourism, physical tourism, vacation tourism, study tourism and so on. The technology tourism is one branch of it. The technology tourism has the good economic, social and ecological effect because of its highly-involved degree and high technology. All of this is in line with the sustainable development requirement, so it has the bright future and is paid close attention by people.This article makes the description of relevant definition and theory concerning experience marketing first, then, focusing on the highly-involved and high technology characteristics, try to propose the strategy of technology tourism product development on the basis of experience marketing using possibility and necessity from the sense marketing, fell marketing, thought marketing, action marketing and marketing related aspects.At last, this article takes the Fu Jiabian agricultural technology yard as the exact research object. On the basis of general introduction of technology yard, it analyses the existing problem and present situation,furthermore, it puts SMEs model into the products development and putsforward the strategy and suggestion that how to develop the agriculturetourism concerning environment, design and activity.更多还原