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因为经济的快速发展以及人们生活水平的不断提高,消费者们的旅游偏好,是在旅游者们在一点点的积累旅游经验这个过程中,慢慢形成的。他们选择旅游方式会从很多与其他人不一样的的个性和需求角度来进行,为了自己的个性化、多样化、的需求在旅游过程中得到满足,在旅游从被动的参与方式逐渐的上转向了主动的位置。由此,散客旅游市场不断形成并逐步占据旅游市场的绝大份额。但是,目前大部分的旅行社仍然应用传统营销的标准化策略,很难满足散客市场的需求,导致了散客客源大量缺失,严重影响到了旅行社的长久健康发展。在这样的一种现状下,建立合理恰当的定制营销模块化策略,就变得尤为重要。
Because of the rapid economic development and continuous improvement of people’s living standards, consumers’ traveling preferences are gradually formed in the process of tourists accumulating tourism experience with a little bit. They choose to travel from many different personalities and needs of other people to carry out, in order to personalize their diverse, diversified needs in the travel process to be satisfied with the gradual shift in the passive mode of participation in tourism from the The active position. As a result, the individual travel market continues to form and gradually occupy the vast majority of the tourism market. However, at present, most of the travel agencies still use the standardization strategy of traditional marketing, which is difficult to meet the demand of the individual market, resulting in a large number of tourists missing and seriously affecting the long-term and healthy development of travel agencies. In such a situation, the establishment of a reasonable and appropriate custom marketing modular strategy has become particularly important.