旅游企业竞争的新优势——服务营销

如何在服务竞争中使组织保持与顾客良好的长期关系 ,是旅游企业获取竞争优势的关键。基于关系的服务营销意味着将服务视为与顾客保持长期关系的关键性战略要素。在这里 ,传统的交易营销模式显露出很大的局限性 ,而关系营销思想和理论为服务营销提供了新的视角。

THE NEW POINT OF VIEW FOR THE TOURISM ENTERPRISES TO OBTAIN THE COMPETITIVE ADVANTAGE:SERVICE MARKET BASED ON RELATIONSHIP

It is the key for the tourism enterprises to obtain the competitive advantage to keep the good long-term relationship between the organization and customers in the service competition.The author puts forward that the service market based on relationship means regarding service as the key strategic element to maintain the good long-term relationship with customers.According to the view great limitation appears in the traditional transaction market pattern,however,the concept and theory of relation market advances the new view for service market.