体验经济背景下酒店体验营销策略研究

体验营销是继产品营销、服务营销之后一种真正＂以顾客为中心＂的全新营销方式。随着顾客需求的变化和酒店业竞争的加剧,体验营销越来越受到酒店行业的关注。文章研究了体验经济背景下酒店感官营销、情感营销、思考营销、行动营销、关联营销五大体验营销策略。

Study on Experience Marketing Strategy in the Hospitality Industry Under the Experience Economy Environment

Experience marketing is a new type of marketing based on the "customer-oriented" after produce marketing and service marketing.With the development of the customers’ demand and the competition of the hotel,the experience marketing is increasingly concerned by the hotel industry.This article researches the hotel five types of experience marketing: senses marketing,emotion marketing,thinking marketing,behavior marketing and associated marketing under the experience economy background.