摘要 

随着消费方式的变化，经济的演变过程已进入体验经济时代。体验营销作为一种新型的营销方式，突破了传统营销模式的特点，强调以客户为中心，为客户创造全方位的体验营销。迪斯尼乐园通过明确的市场定位和优质的服务为消费者提供了美好的体验，把握了体验营销的精髓，这是一个很好的例子。

本文旨在阐述体验营销战略实施的必要性，并结合迪士尼乐园的成功案例和主题公园的实际情况，对体验营销策略进行分析，并对主题公园如何更好地利用体验营销来提升其竞争力提出一些建议。

关键词： 体验营销 迪士尼乐园 主题乐园

Contents

1 Introduction 1

2 Concepts of Experience Marketing 2

2.1 Concepts of Experience Economy 2

2.2 Concepts of Experience Marketing 3

2.3 Characteristics of Experience Marketing 4

2.3.1 A Focus on Customer Experiences 4

2.3.2 A Focus on Consumption as a Holistic Experience 5

2.4 Modules of Experience Markeing 5

2.5 Advantages of Experience Marketing 6

2.5.1 Improvement of Customer Loyalty 6

2.5.2 Adding Economic Value for Companies 7

3 The Necessity of Implementing Experiencing Marketing Strategy 8

3.1 The Situations of Theme Park 8

3.2 The Necessity of Implementing Experiencing Marketing Strategy 9

3.2.1 The Change in Consumption Idea 9

3.2.2 Intense Market Competition 10

3.2.3 Creation of Consumption Scene 11

4 Experiencing Marketing Strategy Analysis of Disneyland 11

4.1 Introduction of Disneyland 11

4.2 Successful Experiencing Marketing of Disneyland 12

4.2.1 Researching the Demands of Consumers 12

4.2.2  Experiencing Effective Information Dissemination 13

4.2.3  Experiencing Consumption Scenes 13

4.3 Strategies for Theme Park 14

4.3.1 Focusing on the Needs of Consumers 15

4.3.2 Providing Experiential Service Closer to Customers 15

5 Conclusion 17

Works Cited 19

Acknowledgements  20