基于顾客价值的湖北省旅游产品策略研究

湖北省旅游资源非常丰富,景观类型多种多样,堪称旅游资源大省。尽管拥有如此丰富的旅游资源,湖北省旅游行业发展,仍然存在不少问题,本文在前人有关顾客价值研究的基础上,本文区分顾客期望价值和顾客感知价值的不同含义,分析了湖北省旅游营销的现状及其存在的问题,最后融合4Ps营销组合设计了湖北旅游产品策略。

Research on Product Strategy of Hubei Tourism Based-on Customer Value

Hubei Province is very rich in tourism resources,a wide variety of landscape types that called one of the big tourism resources provinces.Despite with such a wealth of tourism resources,there are still many problems in the development of the tourism industry of Hubei Province,and there are some gaps compared to the other provinces.Based on the result of former researching,this article distinguished different meanings of the two concepts between Customer Expecting Value（CEV）and Customer Perceived Value（CPV）,and analyzed current status and problems of Hubei Tourism Marketing.At last,it designed the product strategy of Hubei Tourism with the 4Ps marketing mix.