The Research On Zhoushan Rural Tourism Marketing Strategy Under The Experience Economy

Along with the continuous development of society and economy,people’s demand level gradually improve,at present,people are moving towards era of experience economy,experience economy will replace the service economy.In the current rapid development of tourism industry,the need to experience the economic transformation,and rural tourism as an important part of the tourism industry,more should implement experience marketing.Current,the country as a leisure destination,is by no means a country before,but people have ever experienced city to redefine the countryside,to livable appropriate living,let the tourists in clean and beautify the environment,fully enjoy the rural leisure,simple farming labor as a healthy way of leisure,to experience the feeling of home.Therefore,experience marketing in rural tourism plays a vital role.Under the background of experience economy,rural tourism has entered the era of new challenges,zhoushan city in experience consumption occupies important position in contemporary,zhoushan rural tourism should be how to experience marketing is a need for further study of the problem,based on this background,the author in zhoushan’s rural tourism as the research object,the experience of zhoushan city rural tourism marketing strategy to explore in-depth analysis.Experience economy era,the study of zhoushan city rural tourism marketing strategy,is an important topic of the zhoushan rural tourism sustainable development,to enrich the rural tourism marketing theory,the experience of rural tourism marketing has a certain theoretical significance,is also an important means of zhoushan rural tourism visibility and competitiveness,for the improvement of chengdu rural tourism product’s appeal,competitiveness and sustainable development power and other comprehensive ability has a certain guidance and practical significance.Through research the author concludes that it is,the target market of zhoushan’s rural tourism should be divided into level 3,level of the target market of zhejiang province and the Yangtze river delta region;The secondary target market in shandong,Beijing,northeast China and other regions;Level 3 target market as the central inland areas;Second,zhoushan rural tourism target market choice is: zhejiang province and the Yangtze river delta urban short-haul markets;To the Yangtze river delta tour market in long distance and leisure vacation for the purpose of the individual market;Three is that the experience of zhoushan rural tourism marketing strategy including product marketing strategy(certain experience,design subject products),price marketing strategy(differential pricing strategy,integrated pricing strategy),channel marketing strategy(through weibo,WeChat,network multi-media means such as marketing),promotional marketing strategy(using the tourists experience word-of-mouth promotion,souvenir sales promotion,event promotion,experience the advertising,etc.);Four is that rural tourism experience marketing strategy implementation of zhoushan city needs certain safeguards,including the government leading to improve the experience marketing environment,strengthen the cooperation with relevant enterprises,expand financing channels and all-round training professionals,etc.