高分急求 外文文献
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体育旅游营销中的体验式创新策略针对体验经济时代体育旅游消费的新趋向，对于体育旅游企业而言，既是机遇，也是挑战。体育旅游企业若不能跟上时代步伐，随着消费需求的变化而改变自己的营销策略，则必将被消费者抛弃。因此，为了适应体验经济时代体育旅游消费的新趋向，体育旅游企业在营销策略上要做出相应调整和创新。
大力开展体验营销
努力贴近体育旅游消费者，体会他们的需求和感受，进行体验营销，给消费者心理需求以满足。体育旅游产品是一种享受型产品，重视对消费者的精神和心理需求的满足，进行情感体验营销将激发潜在旅游者的旅游动机。例如我们吸引球迷去韩日世界杯，不仅是让球迷去看球，而是让球迷来体验一种不同的体育文化：统一的队服、队标等服装设备，加强与国家队的归属感。通过有组织的呐喊、行动来融入比赛，体验足球每分每秒的激动、喜悦、感动、失望、悲痛与憧憬。
开展一对一营销
菲利浦•科特勒在论述现代企业所面临的困境时指出：我们的企业在日趋白热化的产品竞争中，找不到份额的市场和可持续成长的市场已成为其头号难题，无数国际企业都面临着市场萎缩与科技提速的尴尬，要摆脱这种尴尬的根本出路在于快速有效地为企业产品找到对应市场，并且建立好寻找市场和打造市场的良方。现今旅游需求的个性化趋势愈演愈烈，个性就是消费观念，成功的个性演出是旅游产品和服务与旅游消费者内心需求的交集点。在体验经济时代，为达到旅游产品的个性化、多样化和差异化，旅游企业从产品的设计、生产、传递到消费的全过程都要紧扣人们的精神需求，开展一对一营销，使旅游产品和服务能引起消费者的共鸣。
加强互动营销
在体验经济时代，企业可以通过让消费者体验产品、确认价值、促成信赖后自动贴近产品，成为忠实客户。具体到体育旅游行业，一方面要强调旅游企业和体育旅游消费者之间的互动，另一方面更要强调消费者与消费者之间的互动。因此在营销手段上突出旅游者的参与性，加强互动营销。例如体育旅游者根据自己偏好、自身特点定做、设计体育旅游线路、体育旅游项目，和体育旅游企业合作搭建体育旅游舞台。在体育旅游过程中享受感官、知识、审美、情感、心理等复合体验，获得心理的高峰体验。
突出品牌营销的优势
品牌是体验的基础、灵魂。有诱惑力的品牌可以调整旅游者对旅游产品的现实感受，品牌鲜明的旅游产品能充分调动消费者的感觉器官，使之留下难忘的经历，强化旅游体验。当今旅游产品日趋丰富，且同质化趋势日渐明显，市场竞争激烈，单纯利益驱动不足于打动消费者，而能满足消费者高层次需求的产品更能引起共鸣。因此结合产品特点和消费者的需求心理，塑造能征服消费者内心品位的品牌形象，突出品牌营销的优势，是体验经济时代发展的必然要求。如黑龙江哈尔滨的冰雪旅游城市、山东潍坊的风筝旅游城等体育旅游品牌，使旅游者对旅游地产生未见其形，先领其意的效果。
积极实施绿色营销
绿色消费是一种可持续消费模式。由于进入体验经济时代，体育旅游消费者对绿色产品的追求和环保意识的增强，体育旅游营销在营销意识上要主动迎合旅游消费绿色化的新趋向，积极开发有益于社会及体育旅游消费者健康的业务，突出旅游产品的绿色内涵，积极实施绿色营销
Sports Tourism Marketing experience in the innovation strategy
Experience economic times for Sports of the new trend of tourism consumption, for sports tourism enterprises, is both an opportunity and a challenge. Sports tourism enterprises can not keep pace with the times, with the changes in consumer demand to change their marketing strategy, then consumers will be abandoned. Therefore, in order to adapt to the experience economy era pe new trend of tourism consumption, sports tourism enterprises in marketing strategy to make corresponding adjustments and innovation.
Vigorously Experiential Marketing
Efforts to close the sports tourism consumers, understand their needs and feelings to experience marketing to consumers in order to meet psychological needs. Sports tourism product is a kind of enjoyment of products, attention to consumer demand for the mental and psychological satisfaction, the emotional experience of marketing to potential tourists to stimulate tourism motivation. For example, our ability to attract fans to the Korea-Japan World Cup, not only is to allow fans to watch a soccer match, but to enable fans to experience a different kind of sports culture: a unified uniforms, team apparel and other standard equipment, strengthen cooperation with the national team a sense of belonging. Scream through organized action to integrate into the game, every minute of football experience excitement and pleasure, touched, disappointment, grief and longing.
Conduct one-on-one marketing
• Philip Kotler on the modern enterprise in the difficulties faced by that: U.S. companies in the increasingly heated competition in the product, not market share and sustainable growth of the market has become the number one problem, and numerous international companies are faced with shrinking markets and technology, acceleration of the embarrassment of having to get out of this embarrassment is the fundamental way to quickly and efficiently find the corresponding product for the enterprise market, and set up a good market and look for ways to create markets. Current travel demand in the growing trend of personalization, the concept of personality is the consumer, the successful performance of personalized products and services are travel and tourism needs of the consumers mind intersection point. In the experience economy era, in order to achieve the tourism product personalization, diversification and differentiation, and tourism enterprises from product design, production, delivery to consumption must be closely the whole process of people's spiritual needs, to carry out one-to-one marketing, tourism Products and services can lead to resonate with consumers.
To strengthen the interactive marketing
In the experience economy era, enterprises can enable consumers to experience products, confirmed the value of the trust contributed to automatically close after the products, become a loyal customer. Specific to the sports tourism industry, on the one hand, would like to emphasize tourism enterprises and sports tourism interaction between consumers, on the other hand would like to emphasize the consumer and the interaction between consumers. Therefore, in marketing to highlight the participation of tourists, thereby enhancing the interactive marketing. Such as sports tourists according to their own preferences, its own characteristics custom designed tours Sports, sports tourism, sports tourism and sports tourism enterprises to build the stage. Sports tourism in the course of the enjoyment of the senses, knowledge, aesthetic, emotional, psychological and other composite experience peak psychological experience.
Highlight the advantages of brand marketing
Brand experience are the foundation of the soul. Brand can be tempting travelers adjust to the reality of the feelings of tourism products, brand distinctive tourism products can be fully mobilized consumer sensory organ, so that left unforgettable experience, and strengthen the tourism experience. Tourism products in today's increasingly rich, and the homogenization of trends emerging, competitive market-driven benefits simply insufficient to impress consumers, and to meet consumer demand for high-level products that can resonate. Therefore combination of product characteristics and consumer demand psychological, mold can conquer the heart of consumer-grade brand, highlighting the advantages of brand marketing, experience economy is an inevitable requirement for the development of the times. Harbin, Heilongjiang such as ice and snow tourist city, Shandong Weifang kite Travel City Sports Tourism brand, so that tourists not to travel to have their shape, to receive its intended effect.
Active implementation of Green Marketing
Green consumerism is a kind of sustainable consumption patterns. Because of the times to enter the experience economy, sports travel consumers of green products and the pursuit of enhanced environmental awareness, sports tourism marketing in the marketing sense to take the initiative to meet the tourism consumption of the new trend of green, actively develop tourism beneficial to the community and the health of consumers Sport business, highlighting the connotation of green tourism products, and actively implement green marketing
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