| 基于品牌接触点视角的景区情感体验营销策略研究 |
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| 引用本文： | 卢雪冰,陈章旺.基于品牌接触点视角的景区情感体验营销策略研究[J].福建农业大学学报(哲学社会科学版),2013(6):38-42. |
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| 作者姓名： | 卢雪冰 陈章旺 |
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| 作者单位： | 福州大学管理学院,福建福州350108 |
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| 基金项目： | 国家社会科学基金资助项目（10BTY021）;福建省社科基金重点资助项目（2011A021）. |
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| 摘 要： | 新媒体时代背景下，旅游产品消费者的消费习惯和审美情趣已逐渐由物质实用性转向了精神享受性。景区经营者应从旅游产品的虚拟景象阶段、实质接触阶段和连续消费阶段着手，分别针对消费者的接触点进行情感体验设计，进而影响旅游产品消费者的购买行为。
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| 关 键 词： | 情感体验 旅游产品 品牌接触点 |
Marketing strategy of scenic spot emotional experience from the perspective of brand contact point |
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| LU Xue-bing,CHEN Zhang-wang.Marketing strategy of scenic spot emotional experience from the perspective of brand contact point[J].Journal of Fujian Agricultural University(Social Science Edition),2013(6):38-42. |
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| Authors: | LU Xue-bing CHEN Zhang-wang |
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| Institution: | (Management School, Fuzhou University, Fuzhou, Fujian 350108, China) |
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| Abstract: | In the new media era, tourism products consumers＇ consumption habits and aesthetic temperament has made practical mat- ter turned to the spirit gradually. Scenic operator should take care of the stage of the tourism products＇ virtual scene, real contact phase and continuous phase, and design emotion expericence on the contact point of the scenic respectively, then promote the con- sumer＇s buying behavior. |
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| Keywords: | emotional experience tourism products brand contact point |
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