Study On Experience Marketing Of The Outdoor Activity Club In Changsha

Whih the development of market-directed economic of China and the continuous deepening of reform and opening up,the life-level of people has improvded gradually.Entering into the 21st century,the experience economy has emerged when the products,goods,services economy hasnot over.The experience marketing boarded the stage of the history.Outdoor Activity club that as the unique and immature econmic agency has arised in people's life for their needs.lt meets the demands of people who love the ortdoor activities.The manager of the club are pondering how to manage the club.Because the outdoor activities possess the character of the experience,the outdoor activities club can use the the theory of experience marketing to guide the daily work.The research object of the thesis are the 203 customers,33 instructor of the outdoor sports,and 8 managers of the outdoor activities club on Changsha.Useing law of documents and materials,questionnaire investigation,interviews,statistecs and other research methods,the writer has analysised the condition of the experience marketing of the outdoor activity club in Changsha.Using the experience marketing strategy model of the service industry,the writer finds the problem that exist in the outdoor activity club, and proposals some suggestion.The results showed that:(1)The marketing strategy of the outdoor club is not explicit, The market position and product positioning are not clear.(2)The overall quality of the staff would be inproved.(3)The experience values of the club's product are need to be enhanced.(4)The outdoor club do not attact importance to the outdoors consumer's experience management and the evaluation of the experience assessment. For the above-mentioned problems, related measures proposed in this paper:(1)In light of its own advantages, makeing clear the market and product position;(2)Combinating the inside and outside resources to resolve the existing problems about the staff of the club;(3)Integrating various resources to increase the value of club product'experience;(4)Strengthing the management of outdoor consumer'experience and experience evaluation.