Research On The Experience Marketing Strategy Of Qujiang Culture And Tourism From The Perspective Of Value Co Creation

With the continuous development of the market economy and the increase of per capita disposable income,the tourism industry has ushered in an era of great development and prosperity.At present,the traditional value creation of products led by tourism enterprises can no longer meet the needs of tourists for personalized tourism products and services;at the same time,value co-creation theory has been widely used as an academic hotspot in the research of co-creating value in various fields.Under the above background,the tourism marketing strategy is combined with the value co-creation theory,and the marketing strategy under the Qujiang cultural tourism value co-creation theory is carried out.The research mainly includes the following aspects: First,review the relevant theories of this research and define the core concepts to lay a theoretical foundation for subsequent research.Second,introduce the tourism resources owned by Qujiang Cultural Tourism Group,analyze the status quo of its existing experience marketing strategy and its existing problems;on this basis,analyze the marketing environment the group faces and carry out STP analysis,in order to propose parents’ sharing Create the foundation for the plan.Third,desig Qujiang Cultural Tourism’s value co-creation experience marketing strategy n,put forward the necessity and feasibility of cultural storage enterprises’ use of value co-creation design marketing strategy,analyze the key marketing factors of Qujiang cultural tourism value co-creation,and propose Qujiang Cultural tourism value co-creation experience marketing strategy.Fourth,Qujiang cultural tourism value co-creation experience marketing implementation guarantee measures,Qujiang cultural tourism needs to start from the construction of interactive platform and experience platform construction,and respectively put forward countermeasures and suggestions to implement value co-creation experience marketing;and put forward Qujiang Guarantee measures for experience marketing from the perspective of cultural tourism value co-creation.