题 目 夏津黄河故道森林公园体验营销策略研究 1摘要当前社会经济水平的高速提高也在推动着社会的各行各业向前发展和变革。尤其是在旅游领域，消费者可以自由支配的闲暇时间和可自由调配收入逐渐增多，因此作为营销领域，不能只以传统的营销方式去满足消费者的需求。与此同时，旅游景区应该更加注意消费者的潜在需求，无论是在有形实质的物质满足还是精神需求都应该最大程度的使顾客感受到“物超所值”。体验营销是指以顾客为中心，主要是通过产品、情境来营造的多种体验营销的方式，从而具有一定的服务特性的体验过程，使顾客真正感受到在旅游过程中体验所带来的真实感受。本文主要是以夏津黄河故道森林公园为研究对象，研究森林公园在实际经营过程中所存在的问题进行分析，并且详细说明森林公园旅游导入体验营销的必要性，通过与其他类似的旅游行业对比来借鉴经验，切实使得研究对象的问题能够解决，具有一定的理论意义和现实意义。本文将会导入 6E 的体验营销策略，通过提出问题，分析问题，寻找对策等三大步骤来切实对于夏津黄河故道公园的对应问题进行优化。关键词：体验营销;森林公园;旅游AbstractAt present, the rapid improvement of social and economic level is also pushing 2forward the development and reform of all walks of life in the society. Especially in the field of tourism, consumers have more free leisure time and disposable income. Therefore, as a marketing field, consumers' needs cannot be satisfied only by traditional marketing methods. At the same time, tourist attractions should pay more attention to the potential needs of consumers, and make customers feel "excellent quality and reasonable price" to the greatest extent, no matter in tangible and substantial material satisfaction or spiritual needs. Experience marketing refers to the customer-centered, mainly through products and situations to create a variety of experience marketing methods, so as to have certain service characteristics of the experience process, so that customers really feel the real experience brought by the experience...
