乡村生态体验营销策略研究——以丹东为例

生态体验经济是社会主义新农村建设的重要切入点,生态体验营销是乡村中小经营实体不断增值的重要策略。由田园风光、民俗风情、土特名产及乡村服务等构成的乡村生态体验营销主要体验媒介,在与教育体验、审美体验、娱乐体验及逃遁体验的组合中,揭示了旅游专业村镇之间生态体验的感知差异,也构成了乡村生态体验差别营销的重要基础。以丹东4个旅游专业村镇为例,通过比较旅游村镇生态体验媒介及体验类型,把狭义的乡村农产品开发与环境产品、景观产品、农事产品、休闲娱乐产品等产品开发协调起来,制定了乡村生态体验营销的差别策略,提高了乡村生态体验经济的效率。

Rural Ecological Experiential Marketing Strategy

Ecological experiential marketing strategies are important for adding value to small rural business. To succeed and grow, small rural businesses need to create value through innovation of goods and service. The experience economy perspective suggests that eeo-experienee economy development should also include value-added consumer experiences offered by an array of small rural businesses, such as rural landscape, folk customs, native products, accommodation. Enriching consumer eco-experiences of rural providers may help create distinct competitive advantages for operators and enrich the overall image and vitality of the rural community. This article introduces rural eco-experienee economy strategies and Eco-Experienee Providers of rural business offerings that create experiential value and provides Experiential Grid as a tool to help small rural business operators assess and enhance their experiential offerings that generate value for consumers. Four examples incorporating ecological experiential marketing strategies will be highlighted in this paper： Dalishu village, Qingshangou gully, Dalu island and Hekou village in Dandong.