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1、市场营销-运用体验营销创建旅游品牌研究（Marketing-usingexperientialmarketingtobuildtourismbrand）Abstract:experientialmarketingisanewmarketingmodeaccompaniedbythedevelopmentofexperienceeconomy.Itisnecessaryforexperientialmarketingtobeusedintheestablishmentoftourismbrand.Inthispaper,thetourismdestinati
2、oninAnshanasanexample,theanalysisofthethemefromexperience,sensoryexperience,emotionalexperience,greenexperience,culturalexperience,etc.,toexploretheuseofspecificmeasurestopromotethetourismbrandmarketingexperiencetocreate.Experientialmarketing,tourismbrand,sensoryexperience,emotion
3、alexperienceTheconceptofexperientialmarketingin1998bythetwofoundersJosephPineAmericanstrategicHorizonLtd(B.JosePhPinen)andJamesGilmore(JamesH.Gilmore)publishedinthe"welcometotheexperienceeconomy"inanarticlepointedoutforthefirsttime.Theirdefinitionofexperientialmarketingis"redefini
4、nganddesigningmarketingconceptsfromfiveaspectsoftheconsumer'ssenses,emotions,thoughts,actions,andassociations."".Pinehasmadeamoredetailedexplanation:"enterprisestoserveasthecenterformaterialgoodsforconsumerstocreateamemorableexperience."MarketingguruPhilipKotlerfromcustomerrelatio
5、nsthat:"experientialmarketingisbyallowingcustomerstoexperienceproducts,confirmthevalue,andpromoteconfidence,automaticallyclosetotheproduct,becomeloyalcustomers."".LiXiulinbelievesthatthe"brandisnotonlythesymbolproductdifferentfromeachother,andshouldbearichsourceofmemorableexperien
6、ceandsensory,emotionalandcognitive,shouldisacollectionofawareness,commitmentandexperience."Theactualoperationwillintroduceexperientialmarketingoftourismenterprisesintwenty-firstCentury,moreandmoretourismenterprises(mainlyreferstothescenicspots)torealizetourismproductsintheaspectof
7、"experience",begantotourists"experience"asacontentofmarketingconsiderations,andputthisideaintotheproductdesign.First,thenecessityofexperientialmarketingappliedtotheestablishmentoftourismbrand1.experientialmarketingisusedinthecreationoftourismbrand,experientialmarketingenrichesthec
8、onceptthattouristbrandisequaltoex
