论文部分内容阅读
经济团旅游凭借经济划算、惠及面广、购物便宜等优势,越来越多地成为旅游市场上的宠儿。笔者以此为切入点,从珠宝成为经济团首选购物原因入手,对其营销模式、存在问题进行了分析。得到如下结论:作为极富弹性的奢侈品,适当低价的经济团珠宝购物是一种将产地与旅游目的有效整合的营销手段,珠宝彰显品味身份特性、拟合宗教保健功能、体积小便于携带等优势使其成为经济团旅游营销的首选;而报价受制于店商、营销手段单一、景区间定价差异大、配套服务缺乏、强制逛店、强买强卖等问题一定程度上也抵消了经济团和低价消费给消费者带来的高效应。
Economic group travel by virtue of cost-effective, wide range of benefits, shopping and other advantages of cheap, more and more become the darling of the tourism market. As a starting point, the author starts from the reason why jewelry has become the first choice of economic group and analyzes its marketing mode and existing problems. Get the following conclusion: As a highly flexible luxury, the appropriate low-cost economic group jewelry shopping is an effective means of integration of origin and tourism marketing tools, jewelry highlighting the identity characteristics, fitting religious health function, small size and easy to carry And other advantages make it become the first choice of economic group tourism marketing; and quotations subject to the store, a single marketing tool, scenic spot pricing differences, the lack of supporting services, forced shopping, buying and selling and other issues to some extent also offset the economy Mission and low-cost consumer to consumers with high efficiency.