Research On The Construction Of Experience Value System Of Anyang Old City Historic Block Based On Experience Marketing

Along with the global revival of national culture,the protection and utilization of historical and cultural blocks and the revival of cultural ancient cities have been attached great importance by governments at all levels.Cultural characteristics have become an important symbol of "self-characteristics and core competitiveness" between cities.In January 2017,the state promulgated the opinions on the implementation of the project of inheriting and developing excellent Chinese traditional culture,calling for strengthening the "protection of historic and cultural blocks,former residences of celebrities and management of urban features and features".In July 2018,henan province released the first batch of 15 provincial-level historical and cultural districts,requiring all regions to enhance cultural innovation and creativity.The historic old city and the cultural and historical district bear the past and glory of a city and a region,and are also important inheritance of national culture.They should also become the root and soul of a city and the core area of urban planning and development.The research on the protection and utilization of historic old districts and historic blocks has increasingly become the core issue concerned by historians,cultural scholars,architecture and planning scholars,and many research results have been obtained.However,most of these studies are focused on the renewal theory,space view of management,the improvement of the protection planning,etc.,more often than not,or only pay attention to protect,or only emphasizes the development,the "old city history,culture,historical block protection,utilization and marketing relatively up",the "historical block protection on the basis of using the old town,city,marketing and the historical block experience value of the product development" problems such as not enough.In addition,in the actual process of historical and cultural blocks conservation and utilization of often exist two extremes,on top of that,some local governments blind pursuit of immediate interests,together with the developers "build",a thorough historical and cultural city,blocks of the original building demolition,the newly built a large number of antique buildings,neither fish nor fowl,completely destroying the original style and historical and cultural city,block.On the other extreme,in the name of protection,it completely freezes the development and utilization of the historic old city and cultural historic district,and even the normal house repair of the original residents is rejected.In the end,the historic old city and cultural historic district completely lose the convenience and possibility of life,let alone development.Specifically speaking,in the historic district of anyang old city,the past indifference to the important experience value of the historical resources of the ancient city resulted in the serious damage of the ancient city style,which cut off the history and hindered the economic development.In recent years,the anyang municipal party committee and government have gradually realized the importance of the ancient city resources,effectively integrated the spatial resources of the old city of anyang,and created favorable conditions for the integration and promotion of the experience value resources of the ancient city of anyang and the rational allocation of development factors.In 2017,anyang ancient city protection and development co.,ltd.was established.In 2018,the protection,renovation and rehabilitation project of anyang ancient city was launched as a whole.It is planned to fully construct the experience value of anyang old city within five years,develop relevant experience products,reproduce the ancient city's features in a real and perfect way,carry forward national culture and drive economic development.Everything that needs more research and practice of the history of the old city,culture,historical block protection,utilization and combining experience value to build and explore a can not only realize the history of the old city,culture,historical block protection,and is advantageous to the history of the old city,use and marketing of cultural and historical block the path of sustainable development.By means of vision,hearing,touch and participation,experiential marketing fully mobilizes participants' enthusiasm,experience,emotion and thinking,so as to realize the purpose of marketing.Participatory experience marketing,experiential marketing characteristics significantly and history of the old city,historical and cultural blocks the readability of the long history of sex,culture,geographical uniqueness is very consistent,therefore,the historical old city,culture and blocks the development and utilization of special emphasis on the application of experience marketing,to pay special attention to the experience value construction and related product development experience.Value in the process of experience marketing,experience marketing,consumption subject building,relevant experience and experience the value dimension of the product development jointly constitute the core elements of experience marketing,it is experience value marketing subject pluralism,the diversity of consumption subject,determines the diversity of the experience value and multidimensional,determines the value of experience in the position of the top priority in the experience marketing,therefore,for the history of the old city,culture,historical block experience marketing,first of all should attach importance to experience value,experience value dimension build,should from the experience value,experience value dimension of development and construction,Analyze the advantages and disadvantages of the historical old city and the cultural and historical district,create the value dimension,and then develop relevant experience products that consumers like,so as to facilitate the marketing of the historical old city and the cultural and historical district.In this paper,using the field study,literature research,expert consultation method,data analysis,case analysis and other research methods,in anyang city historic district as the research object,the theoretical research,field investigation,questionnaire investigation,literature,on the basis of through data analysis,preliminary constructed five anyang city historical block experience value dimensions: shopping experience,aesthetic experience,leisure experience,the overall cultural experience,experience,and then,using the factor analysis,variance analysis demonstrates the research methods,such as analysis,to construct the experience of anyang city of the historical block value dimensions have been adjusted,The original five value dimensions are adjusted into three: "aesthetic,humanistic experience value","shopping,leisure experience value","overall,image experience value".At the same time,on the basis of experience marketing theory research,with the cultural characteristics of a historical city,cultural blocks,value exists,the use of ASEB grid analysis systematically analyzed the anyang city in architectural heritage and intangible cultural heritage,cultural history,as well as the characteristics and advantages,summarizes the anyang city historic district marketing present situation and deficiencies.The research finds that the core experience elements of anyang old city historic block are mainly concentrated in that "aesthetic and humanistic experience value" is the experience value highly valued by consumers,which is also the biggest advantage of anyang old city historic block itself,and these values have not been well developed in anyang old city historic block.Combining the above research and analysis,combined with the characteristics of anyang city historic district,and finally build the anyang city historical block experience value dimension and measure,for anyang city historical block experience value of the product development,positioning,marketing has been clear about the direction,at the same time,also for similar areas in China,cultural history of the old blocks to provide reference for the development of protection and utilization of train of thought.The innovation points of this paper are mainly as follows: first,it combines experiential marketing with the experience value construction of historical and cultural blocks and the development and marketing of related experience products for beneficial exploration and research,which provides reference development ideas for the protection,utilization and marketing of historical and cultural blocks in China.Secondly,the characteristics and advantages of anyang old city in architectural heritage,intangible cultural heritage,cultural history and other aspects are systematically analyzed with two research methods,and the status quo and shortcomings of marketing of anyang old city historic blocks are summarized,providing theoretical basis for the protection,utilization and marketing of anyang old city and historic blocks.Thirdly,it provides concrete implementation strategies for the construction,development and marketing of experience value and related experience products of anyang old city historic district.