本文运用波特五力模型和SWOT分析方法,对古城景区进行了特性分析,得
出景区具有线性文化遗产的节点、文化的复合性、江北水城特色的鲜明性和中华
民族抗战历史的象征性等特点。在此基础上,通过7P理论系统分析了台儿庄古城
景区目前的产品、价格、促销、渠道、人员、有形展示、服务过程策略,得出了
现有营销模式的主要特点:政府主导、密集投入、主攻高端、产品复合、紧抓旅
行社。之后,对照市场调查结果和市场细分、目标市场选择的分析,提出了基于
体验的营销策略模式,比如提升景区品牌形象,打造特色鲜明的主题化体验景观,
营造独特的感官体验氛围,举办丰富的体验式活动,推动大型实景演出等等,使
之成为富有特色的体验式主题公园,成为富有影响力的国内旅游目的地。
关键词:营销策略特性分析7P理论体验式营销
Abstract
Zaozhuang city Taierzhuang scenic area constructed in 2008.Since that, it rapidly
became more influential and gathered a lot of popularity. As a new area, what method
does Taierzhuang use to open up a new situation in more competitive Chinese tourism
market It became an answer for a lot of people to know. We think it is related to the
marketing strategy .At present, there is no systematic analysis of Taierzhuang scenic
area marketing strategy. Through the use of marketing theory, strategic management
theory,combined with the current situation of Taierzhuang, and using field survey and
market research methods,this article hopes to find out its shortage and problem and
make systematic study of Taierzhuang ancient city marketing strategy,to find window
and experience and put forward to improving opinion and proposal.
According to Porter's Five Forces Model and SWOT method,we make
characteristic analysis of the scenic area to obtain the character. Such as the node of
linear cultural heritage,complex character of culture,the distinctive features of Jiangbei
Shuicheng,the symbolic character of Chinese nation Anti-Japanese War history. Based
on this, we use the 7p theory to analyze product,price,promotion,place,people,physical
evidence and process strategy. In this foundation,we make out the current marketing
patternigovernment leading, intensive investment, main attack high-end,complex
products and clutching the travel agency.Then,contrasting the market survey and the
analysis of market segmentation and the selection of target market, we make
suggestions to establish the experiential marketing concept to improve the marketing
strategies furtherly, such as to enchance the brand image,to create the distinctive theme
experience of landscape, to create a unique atmosphere, hold more experiential
。。。
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