游客分阶段感知的西部偏远地区影视基地4P营销策略研究  

Research on 4P Marketing Strategy of Film and Television Base in Western Remote Area Perceived by Visitors in Stages

作　　者：孙连群 张筱靖 张文磊 SUN Lian-qun;ZHANG Xiao-jing;ZHANG Wen-lei(School of Tourism and Resources Environment,Qiannan National Teachers College,Guizhou,Du Yun,558000)

机构地区：[1]黔南民族师范学院旅游与资源环境学院,贵州都匀558000

出　　处：《江苏商论》2025年第4期127-135,共9页Jiangsu Commercial Forum

基　　金：贵州省高校人文社会科学研究项目资助:贵州旅游产业化研究(2023GZGXRW068)。

摘　　要：国内各影视基地数量众多,大部分盈利能力较差。在后疫情时期,对客源市场的竞争更加激烈。影旅市场融合是影视基地发展的重要基础,机构融合、产品融合和促销融合是影视基地文旅融合的路径。西部偏远地区影视基地在机构融合上可选择拍摄取景地-主题公园的跨越式发展路径,以影视内容创意为依托的垂直纵深衍生品盈利模式为核心,从4P营销的游客分阶段感知评价角度解决问题。重点围绕本地及其周边省市18—44岁的影视游客特征,在游客体验前以树立良好的地位或声誉,采取销售导向的低价策略,建立有重点的立体销售渠道,在基本的促销内容中凸出主题和潮流等策略提高游客的预先满意度。在游客体验中以为游客提供影视主题化品牌产品,促销方式齐全但凸出销售促进等策略提高游客的实时满意度。在游客体验后以创造个人怀旧环境和历史怀旧环境来提高游客游后的持续满意度。There are a large number of film and television bases in China,and most of them have poor profitability.In the postepidemic period,the competition for the source market is more fierce.The integration of film and tourism markets is an important basis for the development of film and television,and the integration of institutions,products and promotions is the path of cultural tourism integration of film and television bases.The film and television bases in western remote areas can the leapfrog development path of shooting location-theme park in terms of institutional integration,and take the vertical in-depth derivative product profit model relying on film and television content creativity the core,and solve the problems from the perspective of 4P marketing visitors'phased perception evaluation.The focus is on the characteristics of film and television tourists aged18 to 44 in the local and surrounding provinces and cities.Before the visitor experience,the strategy of establishing a good status or reputation,adopting a sales low-price strategy,establishing a focused three-dimensional sales channel,and highlighting the theme and trend in the basic promotion content is adopted to improve the visitor's pre-s.In the visitor experience,the strategy of providing film and television themed brand products for visitors and highlighting sales promotion in a full range of promotion methods is adopted to improve visitor's real-time satisfaction.After the visitor experience,the strategy of creating a personal nostalgia environment and a historical nostalgia environment is adopted to improve the visitor's continued satisfaction the visit.

关 键 词：影视基地文旅融合 东西部影视基地4P营销 4P营销游客分阶段感知评价 西部偏远地区影视基地 

分 类 号：F59[经济管理—旅游管理]