【作者】 王志勇；

【导师】 康丽群；

【作者基本信息】 南昌大学 ， 工商管理硕士（专业学位）， 2024， 硕士

【摘要】 国家深化教育改革,全面推广素质教育,研学活动被纳入中小学教育教学计划。作为素质教育的载体,研学活动逐渐成为一种校外体验式教育的重要模式;同时,研学活动也是家庭教育的重要补充。面对不断加剧的竞争、变幻莫测的市场,直接体验在营销中对客户的影响越来越重要。新东方研学营地市场的发展遇到了瓶颈,市场的开拓也连连受阻,究其原因是未能制定以“顾客感知”为中心的体验营销策略所致。本文以新东方研学营地作为研究对象,借助Schmitt体验营销模型从感官体验、情感体验、思考体验、行动体验以及关联体验五个方面对新东方研学营地体验营销策略现状做了详细的分析。在此基础上,基于Schmitt体验营销模型设计调查问卷,通过对问卷调查结果的分析,找出了新东方研学营地体验营销策略现有的主要问题并做了如下概括:首先是感官营销策略方面的冲击力有待提升,其次是情感营销策略方面不足以引发学员情绪共鸣,再次是思考营销策略方面启发性有待增强,还有行动营销策略方面难以让学员产生深刻认知,最后是关联营销策略方面互动性较弱。通过分析发现导致新东方研学营地体验营销问题的主要原因是:场景布设不科学、情感塑造不充分、思考体验缺乏深度、学员参与度偏低、关联营销互动性弱。为了解决新东方研学营地体验营销中的问题,提出加强新东方研学营地的多方面体验营销策略并概括如下:感官体验方面要多角度强化,情感共鸣体验营销要加强,注重学员思考意识的激发,注重行动体验参与程度的进一步加强以及关联互动深度的拓展。最后还从组织、人力、资金、技术和文化等方面提出了相应的保障机制。本文对新东方研学营地体验营销的现实问题展开深入剖析,希望通过此次研究,能够为新东方研学营地体验营销水平进一步提升提供助力,同时也为行业内其他研学营地体验营销工作提供可借鉴的参考与帮助。更多还原

【Abstract】 The state has deepened educational reform,promoted quality-oriented education in an all-round way,and incorporated research activities into primary and secondary education and teaching plans.As the carrier of quality education,research activities have gradually become an important mode of off-campus experiential education.At the same time,research activities are also an important supplement to family education.In the face of increasing competition and changing market,direct experience is becoming more and more important in marketing.The development of New Oriental research camp market has encountered a bottleneck,and the development of the market has been repeatedly hindered,which is caused by the failure to develop a "customer perception" as the center of experience marketing strategy.This thesis takes the New Oriental Research camp as the research object,and makes a detailed analysis of the current experience marketing strategy of the New Oriental research camp from five aspects: sensory experience,emotional experience,thinking experience,action experience and relational experience with the help of Schmitt experience marketing model.On this basis,a questionnaire is designed based on Schmitt experience marketing model.Through the analysis of the questionnaire results,the main existing problems in the experiential marketing strategy of New Oriental research camp are identified and summarized as follows:Firstly,the impact of sensory marketing strategy needs to be improved,secondly,the emotional marketing strategy is not enough to trigger the emotional resonance of students,thirdly,the inspiration of thinking marketing strategy needs to be enhanced,and the action marketing strategy is difficult to make students have a deep cognition,and finally,the interaction of related marketing strategy is weak.Through the analysis,it is found that the main reasons leading to the problems of New Oriental research camp experience marketing are: unscientific scene layout,insufficient emotional shaping,lack of depth of thinking and experience,low participation of students,and weak interaction of related marketing.In order to solve the problems in the experience marketing of the New Oriental Research Camp,it is proposed to strengthen the multi-faceted experience marketing strategy of the New Oriental Research camp and summarized as follows: the sensory experience should be strengthened from multiple perspectives,the emotional resonance experience marketing should be strengthened,and the attention should be paid to the stimulation of students’ thinking consciousness,the further strengthening of the participation degree of action experience and the expansion of the depth of correlation and interaction.Finally,the corresponding guarantee mechanism is put forward from the aspects of organization,manpower,capital,technology and culture.This thesis carries out an in-depth analysis of the practical problems of the experience marketing of the new Eastern research camp,hoping that through this study,it can provide help for the further improvement of the experience marketing level of the new Eastern research camp,and also provide reference and help for the experience marketing of other research camps in the industry.更多还原