Research on Marketing Construction of Xiamen's "Natural Studio" Scene —— based on AIDEES model

Abstract

Xiamen's "natural studio" scene construction experience is inexperienced, and there are some problems, such as scattered film and television tourism resources, uneven distribution of film and television tourism resources, weak linkage between film and television scenes and tourism scenes, less science and technology implantation scenes, lack of directional talents, and so on. In order to construct Xiamen "natural studio" scene marketing more accurately and effectively, Xiamen can draw lessons from Disney's scene marketing experience in space dimension, communication dimension, consumer perspective, scene service and technical means based on AIDEES model, with consumers as the core in scene marketing, create Xiamen style propaganda channel to attract attention, carry out consumption campaign to cultivate interest, and create solid scene backing to stimulate desire. Create immersive scenes to focus on consumer experience; improve the scene chain to continue consumer enthusiasm and build online sharing scenes to complete consumer personal sharing.