Research On The Experience Marketing Strategy Of Sanya Xiaoyu Hot Spring

Xiaoyu hot spring area is located northeast of Sanya phoenix airport water dumpling village,founded in March 2003,after more than ten years of construction,Xiaoyu hot spring made some progress and became one of the famous hot spring enterprises in Sanya.,it is loved by tourists everywhere.Especially since hainan's construction of international tourism island,the strength of Xiaoyu hot spring has improved significantly.In 2013,the park was upgraded and operated in combination with the surrounding natural farmland landscape.In 2016,the three departments of the state proposed the project of"thousand enterprises and thousands of towns",and sanya launched the project of "ten towns and 100 villages",with the small fish hot spring as the key point of sanya tianya fish hot spring featured town project as one of them.In the rapid development of Xiaoyu hot spring,it also faces a series of risks and problems.For example,the market environment is becoming more and more serious,and the management,sales and personnel are not so well.If Xiaoyu hot spring wants to go further,it must improve the market competitiveness,and adopt a more suitable marketing strategy.Based on the principle of problem-oriented,this paper adopts literature analysis,field research,interview and other research methods.According to domestic and foreign theories on experience marketing,hot spring tourism market and so on.It analyzes the basic situation,current marketing situation,marketing strategy and consumer situation of Xiaoyu hot spring.On this basis,the competitive environment,the advantages,disadvantages,opportunities and threats of small fish hot spring are studied.According to porter's five forces model,the competitors,potential competitors and substitutes are analyzed.Based on the current situation of the company's development,the change of customers' consumption demand and the trend of tourism development,the author puts forward the idea of experiencing marketing strategy.It is determined that the enterprise should make efforts in several aspects such as culture,emotion,lifestyle,entertainment and service,so as to attract customers and enhance customers' loyalty and competitiveness.At the same time,this paper suggests that small fish hot springs should follow the development of The Times and make innovations in the experience marketing mode in a timely manner.In order to ensure the effective implementation of the experience marketing strategy,it also puts forward some suggestions on the protection measures from the aspects of human origin,corporate culture and network informatization management.This article tries to help the Xiaoyu hot spring to establish the marketing strategy which helps to develop greatly,which has certain guiding effect on how to win customer loyalty in the competitive market environment.At the same time,it also provides some reference for other tourist attractions and hot spring resorts about how to choose suitable marketing methods and improve economic performance.