Research On The Experience Value Of Old South Historic Block Of Nanjing Based On Experience Markerting

As an important carrier of urban personality and culture,historical and cultural blocks have been paid more and more attention in urban development planning.In addition to the protection of buildings,block appearance and environment,historical and cultural blocks should also conform to the economic development and the interests of local residents,so as to achieve sustainable development.In recent years,with the rapid growth of economy and the rapid improvement of science and technology,experience economy has stepped onto the world stage.Different from service economy,experience economy emphasizes the participation experience of customers,and takes creating good experience for customers as the primary purpose,which fully meets the development requirements of historical and cultural blocks.Therefore,experience marketing will have a broad application prospect in the protection and renewal of historical and cultural blocks.Based on the experience marketing,this paper studies the construction of the experience value system of the historical and cultural block in the south of Nanjing.By consulting a large number of historical and cultural district protection and renewal and experience marketing literature,and taking the actual feelings of customers as the starting point,this paper analyzes the process of experience value perception and acquisition in detail.After the entity investigation,this paper systematically combs the composition of historical and cultural blocks,summarizes the important factors affecting customer experience,designs the evaluation index of visiting customer experience,and demonstrates the experience value of historical and cultural blocks in the south of the old city according to the index.Finally,this paper uses ASEB grid analysis to analyze the advantages and disadvantages of the experience value composition of the South historical and cultural block of Nanjing,and puts forward the experience marketing strategy of the South historical and cultural block of Nanjing according to the results.After research,this paper finds that the perception and acquisition of experience value come from the expected difference between the total cost of customers and the actual total value of customers,that is,the process of customer rational and perceptual game.At the same time,this paper also designs the evaluation model of experience value based on this conclusion.After investigation,this paper makes a statistical analysis on the background of visiting customers,the formation of tourism decision-making,expectation and visiting satisfaction of the historical and cultural block in the south of Nanjing.It is concluded that the experience of personnel value in the historical and cultural block in the south of Nanjing is the best,and the actual experience is poor due to the high popularity of product service value and image value.