茶作为中国传统饮品,随着商品经济、服务经济向体验经济升级转变,消费从注重产 品品质的物质需求向全方位精神满足升级。茶叶作为云南省具有自然禀赋及历史传统产 品,通过融合一、二、三产业增强消费体验是实现云南茶叶提升发展的途径。茶庄园是 以茶园为基础,包含住宿、休闲、采茶、制茶、习茶、茶文化等体验综合体。茶庄园为 茶山休闲游提出了一种新的选择。体验营销能有效的实现企业和顾客的沟通,提高顾客 的满意度。通过体验营销培养顾客的忠诚度、最终实现品牌的营销。本文通过对B生态 茶庄园进行了环境分析,细分市场和目标市场分析,提出B生态茶庄园体验营销的规划 设计和营销策略。论文包括研究背景,提出了研究B生态茶庄园体验营销的背景和意义, 研究的内容和方法。文献综述,通过对各种文献材料的查阅,了解国内外对体验经济、 庄园经济、茶庄园方面开展的研宄内容和情况。论文对B生态茶庄园营销环境进行分析。 包括制度环境、自然环境、社会环境、经济环境、科技环境,得出进行体验营销的市场 机会成熟。对细分市场和目标市场进行研宄,找到目标市场,提出B生态茶庄园的营销 定位。通过体验营销策略的分析,提出B生态茶庄园体验营销的策略,包括感觉、感情, 思考和行为等策略。在研究过程中,通过阅读相关文献继资料,进行归纳总结和分析, 从而获得基本的理论认识。通过实地调查,数据分析,结合企业的情况,全面的考虑B 生态茶庄园的设计和建设,同时用SWOT方法分析B生态茶庄园进行营销的环境,通过 归纳、调查和数据分析等方法提出B生态茶庄园体验营销策略和方案。通过研究分析, 得出B生态茶庄园体验营销的机会和条件,对B茶生态茶庄园进行了规划设计,提出了 体验产品,实现体验营销的策略进行了分析研究。 关键词:生态茶庄园;体验营销;策略 ITHERESEARCHONEXPERIENCEMARKETING STRATEGYOFECOLOGICALTEAMANOR ABSTRACT AsatradionalChinesedrink,followingthecommodityeconomyandserviceeconomy shifttotheexperienceeconomy.consumptionisupgradefromthematerialdemandthat emphasizesproductqualitytotheall-roundspirit.Asanaturalendowmentandhistoricaland traditionalproductsofYunnanProvince,teaisthewaytoenhancethethedevelopmentof Yunnanteabyenhancingtheconsumptionexperienceofthefirst.second,andthirdindustries. Theuniqueethniccustoms,beautifulnaturalsceneryandlonghistoryofteacultureprovidea goodresourceforTeaMountainstodeveloptourism.MostofTeaMountainslocatesinthe remotearea,sotheconditionsoftransportation,receptionfacilitiesarenotverygood,and restrictdevelopingtourismintheTeaMountains.Theteamanor,whichisbasedonthetea garden,includesaccommodation,leisureplaces,andactivities,suchaspickingtea.making teaandlearningteaculture.Teamanorhasproposedanewchoicefordevelopingthetourism intheteamountainarea.Experiencemarketingcaneffectivelyrealizethecommunication betweenenterprisesandcustomersandimprovecustomersatisfaction.Intheprocessof experience,meetingtheneedsofcustomersintermsofaesthetics,escapism,learning, entertainment,etc.,formedamemorableexperience.Byproposingtheexperiencemarketing tocultivatecustomerloyalty,andultimatelyachievebrandmarketing.Thisarticle,through researchingtheexperienceofBecologicalteamanormarketing,proposedteamanor planninganddesign,productservices,andmarketingstrategies.Thearticleincludesthe backgroundresearchandputsforwardthebackgroundandsignificanceofresearchingthe experiencemarketingofBecologicalteamanor,thecontentandmethodsoftheresearch. Literaturereviewing,throughthereviewingofvariousliteraturematerials,tounderstandthe domesticandforeignresearchcontentandsituationontheexperienceeconomy,estate economy,teamanor.ThepaperanalyzesthemarketingenvironmentofBecologicaltea manor,Includingtheinstitutionalenvironment,thenaturalenvironment,thesocial environment,theeconomicenvironment,andthetechnologicalenvironment.Getsthe conclusionthatthemarketingofBecologicalmanoropportunityisfeasible.Researchon segmentmarketsandtargetmarkets,findthetargetmarkets,andproposethemarketing IIpositioningofBecologicalteaestates.Throughtheanalysisofmarketingstrategy,the strategyofBecologicalteamanorexperiencemarketingwasproposed,includingproduct strategy,pricestrategy,channelstrategy,andhumanresourcestrategytorealizeexperience marketing.Duringtheresearchprocess,thebasictheoretica]understandingwasobtainedby readingrelevantdocumentsandfollowingdatatoconductinduction,summaryandanalysis. Throughfieldsurveys,dataanalysis,combinedwiththecompany'ssituation,a comprehensiveconsiderationofBecologicalteaestatedesignandconstruction,whileusing theSWOTmethodtoanalyzeBecologicalteaestatemarketingenvironment,through induction,surveyanddataanalysismethodsproposedBecologyTeaManorExperience MarketingProgram.Throughresearchandanalysis,theopportunityandconditionsforB ecologicalteaestateexperiencemarketingwereobtained.TheBteaecologicalteaestatewas plannedanddesigned,andexperienceproductswereproposedtorealizethestrategyof experiencemarketing. KeyWords:EcologicalTeamanor;ExperienceMarketing;Strategy III目录 1織1 1.1研究背景1 1.1.1国际茶业和休闲农业情况 1 1.1.2国内茶叶产销和茶庄园体验政策背景 2 1.2研宄意义5 1.3论文的内容和方法 7 1.3.1论文研宄内容7 1.3.2研究方法7 1.4论文的结构7 2文献综述9 2.1关于体验营销研宄 9 2.2关于茶庄园的研究 11 2.3相关概念的界定 11 2.3.1茶庄园11 2.3.3体验13 2.3.4体验营销13 3.营销环境分析 16 3.1B生态茶庄园16 3.2营销环境分析17 3.2.1政治及法律环境 17 3.2.2社会环境19 3.2.3经济环境22 3.2.4科技环境24 4B生态茶庄园目标市场策略 29 4.1B生态茶庄园SWOT分析 29 4.1.1B生态茶庄园优势 29 4.1.2B生态茶庄园劣势 31 IV4.1.3B生态茶庄园机遇 32 4.1.4B生态茶庄园挑战 33 4.2.B细分市场研究 34 4.2.1大理市场34 4.2.2云南市场36 4.2.3省外市场39 4.3目标市场选择及营销定位 40 4.3.1大理州客源市场 40 4.3.2省_场42 4.3.3省外市场42 4.3.4体验营销目标市场 43 4.4体验营销策略定位 43 5B生态茶庄园体验营销策略 46 5.1B感觉体验46 5.1.1视觉体验46 5.1.2味觉体验48 5.1.3听觉体验48 5.1.4触觉和嗅觉体验 49 5.2B感情策略49 5.2.1顾客感情体验 49 5.2.2员工感情营销策略 50 5.3思考策略52 5.3.1认识体验52 5.3.2学习体验53 5.4行动策略54 5.4.1茶事体验54 5.4.2茶庄观光、餐食和住宿 55 5.4.3茶庄康养56 5.5B生态茶庄园体验流程 56 6结论与启示61 v6.1雖61 6.2启示61 P付录63