摘要:继服务经济之后，体验经济逐渐引领社会潮流，体验营销作为体验经济的一种新型营销手段也随之产生。旅游经济本身就是体验经济的一个重要表现，他主要是以体验作为基本产品进行交换的一种盈利模式，同时也是展现体验经济的一个平台。中华蝴蝶谷是马鞍底乡最具特色的一个旅游产品，足以成为该乡旅游业发展的重头戏，但由于地方政府和民间组织在对于中华蝴蝶谷旅游品牌的打造和营销方式上还不成熟，营销手段单一以致严重影响了当地旅游业的发展，传统的营销手段已显得落后，因此论文从一个全新的视角结合体验营销理论对中华蝴蝶谷旅游品牌的营销策略进行分析和探索，从而实现蝴蝶谷旅游景区的一个新发展。
关键词：中华蝴蝶谷；体验；体验营销
Abstract:After the service economy, the experience economy gradually leads social trends, the experience marketing as a new type of experience economic means also caused. Tourism economy itself is one of the experience economic important performance, it is mainly by experience as a basic products of exchange a profit mode, but also show the experience economy of a platform. The butterfly valley is the most distinctive a tourism products in Maandi township, which is enough to be the grand opera, but with local government and folk organization to the valley of butterfly tourism the making of the brand and marketing way still not mature, marketing means of a single so that it impacts on the local tourism development seriously, the traditional marketing means already appear behind, so the paper from a new perspective of the experience marketing theory combined with the butterfly valley of tourism brand marketing strategy analysis and exploration, so as to realize the butterfly valley scenic spot of a new development.
Key words: The butterfly valley;Experience;Experiential marketing
中华蝴蝶谷作为红河州一个独具特色的旅游景区，不仅拥有丰富的人文旅游资源，而且蕴藏巨大的自然旅游资源，先天条件优越，旅游开发价值巨大，但在景区的营销情况来看，传统营销已变得里不从心，为改变滞后的营销模式从而获得长远发展，对体验营销模式的引入就显得更为重要。通过对体验营销战略的实施，丰富中华蝴蝶谷旅游产品的种类，提高服务水平，从而为游客在蝴蝶谷旅游消费的过程创造难忘的体验经历。
综上所述，中华蝴蝶谷想要摆脱传统营销所带来的阻碍就必须改变原有的营销观念，引进体验营销的战略模式，通过对体验营销战略模块的综合运用从而获得更多的客源，同时也为改变本乡落后面貌发展本乡经济提供一定的战略指导。
