体验经济下旅游企业的整合营销策略探析

本文立足体验经济的时代背景,分析了旅游消费体验化的趋势和特征,依据整合营销的相关理论,阐述了旅游企业建立整合营销模式的必要性,最后从旅游产品体验、成本体验、便捷性体验、沟通体验四个方面提出了旅游企业整合营销策略。

Analyse study on the Integrated marketing strategy of tourism enterprise in experience economy

On the theory of integrated marketing, this article analyses the tendency and the characteristic of tourism consumption experience bared on the time background of experience economy ,and elaborates the necessity of traveling enterprise to establish integrated marketing model ,eventually, puts forward a integrated marketing strategy for traveling enterprise from tourism product experience, cost experience, convenience experience and communication experience.