Experience Marketing Research Of Tianjin Historical And Cultural District Based On Complex Customers

The tide of the protection and development of historical and cultural blocks has been set up at home and abroad in recent years,but there are some problems in the protection and development of historical and cultural blocks.And in the background of experience economy era,the personalization,participatory,and experiential of experience marketing are combinated with the unique characteristics and experience value of historical and cultural blocks,experience marketing has broad application prospects in the development and promotion of historical blocks.This paper adopts literature research method,field research method,expert consultation method and empirical analysis method,applying the theoretical knowledge of experiential marketing to solve the problems of the creation and realization of experience value for the historical and cultural blocks.Through a large number of literature review of the protection for historical and cultural blocks and experience marketing,from the perspective of complex customers in historical and cultural blocks,constructing the measurement index system of the experience value for the historical and cultural blocks based on the complex customers,it includes 6 experiential value dimensions,23 measurement indicators,and using factor analysis and structural equation model to carry on the empirical analysis.The study founds that:The value of aesthetic experience and historical and cultural experience are the most important experience values of the street for customers,the development of these two kinds of experience value is better in Tianjin;The development of the experience value of image and leisure for historical blocks in Tianjin is insufficient,they are need to be strengthened and developed;Different customers have different cognition of the experience value for the block,local residents value the experience value of the environment and entertainment leisure,commercial investors think highly of economic experience value,urban managers think a lot of image experience value.Then,on the basis of the research on the characteristics of historical blocks and experiential marketing theory,constructing the experiential marketing model of historical culture blocks,it is a historical and cultural block experience marketing model that includes the key elements such as the stock of the experience value,positioning of experience value and target customer,development of experience value,marketing promotion,formation of the block brand.Finally,based on the analysis results and the framework of the experience marketing mode combination foe historical and cultural blocks,analyzing the path of creative protection and experience value development for historical and cultural blocks in our country,and further discussing the balance between the development and protection of the historical and cultural blocks,and the over exploitation and marketing mistakes to prevent problems for historical blocks,it provides a reference for the conservation and sustainable development of other historical and cultural blocks.The innovation points of the article mainly have three points:First,based on the perspective of complex customers to study the differences between the different customer experience value of the street,to provide a basis for the development strategy of historical and cultural blocks;Second,constructing the experience marketing mode of historical and cultural blocks,and proposing the specific implementation strategy of experiential marketing in Tianjin based on the perspective of complex customers,it will enhance the protection and development of historical and cultural blocks to experience marketing level;Third,constructing experience value measurement index system of historical and cultural blocks based on complex customers and using the empirical analysis methods for quantitative analysis.