Perspective based on experience marketing tourism marketing strategy analysis of Jinzhou

Abstract: With the introduction of the concept of experiential Marketing, with Experience in its use of the characteristics of Tourism, Tourism Marketing to carry out a positive and practical significance. Will apply the concept of experiential Marketing is to develop Tourism in Jinzhou City, Hebei Province , for the Jinzhou City of Travel resources, Travel Experience to develop Marketing strategies for the development of Jinzhou City Tourism is important.

Keywords: experiential Marketing, Jinzhou, Tourism Marketing Experience

Jinzhou City, Hebei Province, a long history, significant natural and cultural resources. Name is Tang Wei Zheng's hometown phase, there are the only implementation of "collective accounting of the township, collective land management" management system of Zhou Zhuang, depend on these promising favorable development of tourism resources. the "Experience economy" put forward the concept of experiential Marketing applied to the development of tourism in Jinzhou City, Jinzhou City tourism for accurate positioning to attract more tourists, bigger and stronger has important practical significance.

1 Travel Experience Marketing model
1.1 The meaning of experiential Marketing
Columbia University Professor Berndt. H. Schmidt, the experiential Marketing is defined as experiential Marketing is the consumer's senses (sense, emotion (feel, think (think, action (act and associate (relate five, re- definition, design, Marketing way of thinking and experience the experience as a Marketing object of Marketing is Marketing, providing valuable experience to the customers, by meeting the needs of the customer experience to attract and retain customers, obtain profits. the consumer's experience is the study of consumer behavior and business critical. to experience marketing firm in order to meet the needs of the consumer experience, the subconscious desire to explore the customer, the consumer's point of view, a humane, personalized, differentiated into a purpose to design, sell their products and services and make them in contact with the product at the same time, the emotion involved in product creation and to enable them to experience the charm of personalized products to help all our customers and achieve the lofty realm of self-realization .

1.2 is the nature of modern tourism marketing Experiential Marketing
1995 World Tourism Organization and the United Nations Statistical Commission under the definition of tourism: tourism is a "people to leisure, business and other purposes, leaving their environment, to certain places to go and stay active in those areas." But not so much Tourism is a set of transportation, accommodation, entertainment and other activities as a whole, as it is an experience of consumers, such as to France's Eiffel Tower, immersed among the flowers of lavender in Provence, in order to Experience exotic unique style, to China's Forbidden City, and wandering around the court in Suzhou Humble Administrator's Garden Gallery, the site is to experience the ancient royal culture, climb Everest, in the snow among the challenge themselves, to experience beyond the limits of pleasure, so said that tourism is an experience, which combines cultural experience, ecological experience, environmental experience, landscape experience, entertainment experience, emotional experience, Health experience equivalent to one in the tourism Industry, tourist attractions, the role is to experience the product (service delivery who called the experience economy or the manufacturer in the experience economy, the needs of tourists is not just tourism products, they pay more attention to stay in the lingering memory of the experience of experience, so the traditional tourism marketing to meet consumer the demand is the starting point compared to the modern tourism marketing based on the nature and experience to meet consumer demand for the purpose of tourism marketing experience.

Traditional marketing and experiential marketing 1.3 Comparison
Experience economy era, and people need to experience the production, marketing and experience necessary requirement for the existence of differences between traditional marketing and Marketing strategy in the future development, the experiential marketing will become increasingly important role in guiding it with traditional marketing are as follows:
From the product characteristics, market characteristics and competition in the market positioning
The customer as a rational purchase decision-makers, the customer's decision-making as a problem-solving process, a very rational analysis, evaluation, final decision to buy
Marketing strategies to 4P, 4C, service-oriented Marketing strategy
Experience from the needs of tourists and the starting
Focus on the customer experience
Experience "symbolic" in a wide range of social and cultural background in consumer experience scenarios
That the customer is both rational and emotional, reason and because of the customer due to excitement, fun and so on impulse to buy is the same probability
Marketing strategy to the senses, emotions, thinking, action and association-based marketing
2 Jinzhou Tourism Marketing Analysis
2.1 Agricultural Tour Zhou Zhuang
Zhou Zhuang implement a township as the basic accounting unit of the management system, collective land management, rural areas in the country is unique, unique. Zhoujiazhuang is the hometown of the famous fruit, fruit area of ​​8,000 acres, forming a beautiful rural scenery. Visitors through the history of visited the museum to enjoy the cooperation of the commune system of collective charisma, picking through the tourist to enjoy the rural scenery, but this is not enough, although the commune has a unique country, but did not play its unique advantages, and in the current situation, the tourism of visitors, does not have the freshness, and in different regions will have agricultural tourism, so do not have the geographical advantage, near the only attract some tourists, the local tourism development and growth has been greatly restrictions. Links to free download http://www.hi138.com
2.2 Weizheng and cultural tour
Jinzhou the "anti-corruption education," as the guiding ideology to Weizheng Gong Yuan, Wei Zheng's former residence as a leader, to develop cultural tour Wei Zheng. To visitors, guided tours, the lack of deep understanding, it remains to dig for Wei Zheng culture and experience.

Jinzhou from the current situation of tourism development, although rich in resources, but the traditional tourism Marketing strategy can not meet, or even restricted the development of local tourism from the perspective of marketing experience to develop tourism Marketing strategy is to break through numerous local restrictions, further development of the necessary choices.

3 Jinzhou Travel experience of marketing strategy implementation
3.1 to the experience of tourists oriented design, production and marketing of tourism experience
Disney designed for parents and children a place to share good times from the ticket office, to the theme park's construction, equipment, staff, providing games and souvenirs can allow the passage of the childhood memories of parents, children enjoy being with childhood there to experience a sense of advertising to make more distinctive theme, "Hospitality Shandong", "romantic - Dalian, China", "asked Wudang, Tai Chi Health Lake", the slogan is designed so that visitors to the Travel experience before the conduct of a spiritual experience, filled with longing, fully stimulate the consumer to think, touch their emotions, their actions caused. Jinzhou should first identify the location, the selected features to highlight their slogan, from the emotional to attract tourists.

3.2 Zhoujiazhuang culture for tourists to strengthen the role of experience
Zhoujiazhuang culture of China in the planned economy era "people's communes," the microcosm, can attract large numbers of people at home and abroad come to study and research would be monotonous development experience tour, sightseeing tours, that is, so that the tourists into the "people's communes," the role of being, I heard the familiar "East is Red, the sun rises", that period saw the drawing and Quotations from Chairman Mao, hands to labor, the "people's communes large dining hall," where the food taste out of their own labor, to reproduce that period of life and distribution through personally involved, to strengthen the role of experience, to achieve the thought and emotional awareness.

3.3 dig Wei Zheng culture, so tourists from the emotional resonance to achieve
Wei Zheng of China's feudal society, as an outstanding representative of a generation of clean government Lian Li, the common people by the people, the people of ancient officials and the admiration and affection of his hometown in the former residence of Wei Zheng Wei Zheng plain speaking of the memorial display, and Wei Zheng's famous, famous. Tour guides in the band visitors in the process of explanation and not blunt the tourists themselves, but for visitors to understand the cultural meaning Wei Zheng, came together to make their own organic tour guide explained to the meaning of these symbols, to interact with the tour experience to the results of their thinking, to lead their own future actions, Wei Zheng culture deeply rooted in the visitors leave, they can make to this culture spread to more people and attract more tourists to come.

3.4 development of tourism souvenirs
Souvenirs is a representative of local culture, or even a symbol of good tourism image. A good tourist souvenirs, full of strong local characteristics, is a way to attract the tourists. Souvenirs can be spread to as the footprint of tourists in all directions, can travel to the widest and most intuitive is free publicity, for tourism to attract more tourists. Jinzhou City for human resources and historical resources of view, to highlight the "people's communes" spiritual and cultural Wei Zheng Souvenirs souvenirs choice is the best when visitors leave the Jinju after seeing these souvenirs can lead to their emotional attachment, deep in the culture at the same time thinking about Jinju, Wei Zheng spiritual guidance to their own lives, and the promotion of Jinju to more tourists to experience the action from a mental shift.

Increasing emphasis on tourism development in Jinzhou City, Hebei Province, resources are not the key constraints on their development, but what really matters is the right marketing strategy, breaking the traditional tourism marketing model, based on the perspective of tourists to experience the development of marketing strategy is tourists and tourism marketers to achieve win-win choice.

References
[1] I • Joseph - Pine, James Gilmore • H-(the United States. Experience Economy [M]. Beijing: Mechanical Industry Press, 2002.

[2] Chen Limin. On the travel experience of marketing strategy. [J]. Travel market, 2007, (2.

[3] Elaine Young. Discussion tourism marketing experience [J]. The economic point of view, 2006, (10 Links to free download http://www.hi138.com