Study On Experiential Marketing Strategy Of Hefei Chaohu Sangua Commune

In 2021,the No.1 Document of the Central Government was officially released on the 21st,proposing to comprehensively promote rural revitalization and accelerate agricultural and rural modernization.Industrial revitalization is an important part of rural revitalization.In recent years,with the improvement of the economic and living standards of urban and rural residents,consumers also put forward higher requirements for agricultural leisure tourism.The development of rural tourism in the context of the integration of agriculture and tourism is a new trend in the current tourism industry,and also a hot spot of urban consumption demandIn view of the above background,this paper takes Hefei Sangua Commune as the research object,uses experience marketing and other related theoretical knowledge,through literature analysis,case analysis,questionnaire survey and other research methods,and conducts in-depth research on the current situation of experience marketing of Hefei Sangua Commune.In the research,this paper mainly focuses on six aspects.First,it summarizes the background and significance of this study,and summarizes the research status at home and abroad;Second,it explains the relevant concepts and theoretical basis involved in this study;The third is to conduct a questionnaire survey and analysis on the current situation of experience marketing in Sangua Commune,and analyze it from five perspectives of cognition,emotion,behavior,thinking and value identification;Fourth,according to the problems found in the research,the paper puts forward optimization suggestions on how to optimize the experience marketing strategy of Sangua Commune from five aspects:tourists’ sense of identity,emotional experience,behavioral experience,thinking experience and value identification;Fifthly,put forward optimization measures to optimize the experience marketing strategy of Sangua Commune in four aspects:system,talents,infrastructure and service guarantee;Sixth,the content of this study has been reviewed and summarized.Through the research,we found that there are still some problems in the current experience marketing of Sangua Commune.The article also conducts a quantitative analysis of consumer experience behavior.Through research,it is found that at present,Sangua Commune has made a good exploration in marketing and promotion of tourism products through e-commerce marketing,which has improved the marketing level of the commune.However,from the experience of Sangua Commune to tourists,the experience marketing of Sangua Commune needs to be further strengthened,In particular,the marketing plan has not been refined by combining tourists’ personalized tourism demands and consumer behavior.Therefore,through this study,the article finally proposes specific related strategies on how to improve the experience marketing strategy of Hefei Sangua Commune from five aspects:customer perception,customer behavior,customer thinking,emotional experience and value recognition,in order to help Sangua Commune better do experience marketing,To improve tourists’ sense of experience and satisfaction,do some useful research and discussion.In a word,through this study,the purpose is to find a suitable solution for the existing experience marketing problems of Sangua Commune,and also to provide practical reference programs for other eco agricultural companies.