基于功能价值营销理念的旅行社合作营销模式探讨

基于价值营销理念及旅游产品的价值体现,得出情感和社会价值是现代旅游产品定位的基点。在此基础上,进一步探索了旅行社企业的合作营销模式,突破传统、勇于创新,提出旅行社企业的立体合作营销概念,即纵向、横向及交叉合作营销。力求突破产业平面的束缚,构建三维立体合作营销模式,以更有效的挖掘资源,拓展市场,实现旅行社企业产品创新、品牌建设及整个旅游产业的跨越式发展。

To Study on Cooperate Marketing Form of Travel Agency Based on Idea of the Function Value Marketing

The paper,based on the detailed-analysis of the theory of value marketing and the value-mix of tourism product,deduces that the emotion and social values are the most important parts impacting the tourists'perceived value.By studying on marketing form of travel agency,the paper proposes the form of 3d-cooperate marketing,horizontal,vertical and cross-industry cooperate,for innovating tourism products and improving the development of travel agency firms and even the whole travel industry,through exploiting n...