中国旅游企业整合营销策略

• 作 者: 肖爱连
• 机 构: 湖南涉外经济学院,
• 出 处: 湖南涉外经济学院学报
• 发表日期: 2007年01期
• 关键词: 旅游企业 整合营销 顾客资源 营销资源 营销应用 旅游产品 市场营销战略 中国旅游业 整合营销理论 市场细分

整合营销被认为是二十一世纪致胜市场的关键,文章为中国旅游企业提出了营销资源整合、内部资源整合、顾客资源整合、行业资源整合、社会资源整合等五种整合营销策略,及以构建新的营销组织构架为基础、市场为导向、调查为前提、信息技术为手段、品牌塑造为目标、统一为原则的整合营销应用方法。

Integrated marketing is considered to be the key to win the market in the 21st century. The article proposes five integrated marketing strategies for China’s tourism enterprises such as marketing resource integration, internal resource integration, customer resource integration, industry resource integration and social resource integration, The new marketing organization framework as the basis, market-oriented, the premise of investigation, information technology as a means of branding as the goal, the principle of unity and application of integrated marketing methods.