The Application Of Experiential Marketing In Leisure Agriculture

With the development of Experience Economy, Experiential marketing appeared as a new marketing model. More and more enterprises take advantage of experience and well-designed scene to satisfy the experience needs of the people and persuade them to pay for the experience. Experience marketing has a close relationship with leisure agriculture. It will definitely develop well on the stage of agricultural tourism. From the 21st century , the aspect of"experience"has been realized in a growing number of agricultural tourism (mainly scenic areas , scenic spots). People began to consider" a sense of experience of tourists" as a content of evaluation.In addition, they put this idea into the product design. At present,a little research on the application of experiential marketing has been done in the leisureagriculture.However,in practice, people don't have a deep understanding of experiential marketing, they just apply it as a tactic rather than a strategy for future development of leisure agriculture. In order to apply experiential marketing effectively in leisure agriculture and achieve sustainable development in it, further research will be done .The content of this thesis: By researching into the theories of experiential marketing and analyzing them from its current situation to the existing problems, the thesis illustrates the importance of the application of experiential marketing in leisure agriculture; by analyzing the application types,business models, approaches and procedures of experiential marketing in leisure agriculture. The research methods of this thesis:Firstly, the method is to integrate theory with practice. By combining the meaning involved in experiential marketing, features and strategies with the application of experiential marketing in leisure agriculture theoretically, the thesis proposes the necessity of application of experiential marketing in leisure agriculture. It analyzes practically the present situation and the future development direction of leisure agriculture.It dissects four aspects of leisure agriculture respectively which are marketing application types, business models, approaches and steps. It presents the feasibility of the application of experiential marketing in leisure agriculture. It integrates theory into practice to make theory guide practice.Secondly, the method is about comparative analysis. Overseas experiential marketing has gradually become mature because of an early start. Research on experiential marketing in our country began in a later time, and many aspects need to be further improved. Therefore, on the basis of the comparative analysis about theory of experiential marketing at home and abroad, People should learn from advanced experience about design concept actively so that the development of domestic leisure agriculture can be guided.Through the analysis above, application of experiential marketing in leisure agriculture can prosper agricultural tourism,and to make leisure agriculture achieve the sustainable development, which is of great significance in practice. Its business model and application types are clear, so ways and steps can be of operability.The innovation of the thesis is that it is based on our actual situation of leisure agriculture. By combining theory with case studies and making research and a comparative analysis, People can solve practical problems under the guidance of theory; the operability of the application of experiential marketing in leisure agricultural is further strengthened,which is of great reference value and practical significance to sustainable development of leisure agriculture; the integrated use of theories in marketing, economics and management as a tool can broaden our study scopes.