| 旅游整合营销内容范畴探讨 |
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| 引用本文： | 朱孔山. 旅游整合营销内容范畴探讨[J]. 商业研究, 2009, 0(3) |
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| 作者姓名： | 朱孔山 |
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| 作者单位： | 临沂师范学院,环境与旅游学院,山东,临沂,276005 |
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| 基金项目： | 山东省社会科学研究规划重点项目 |
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| 摘 要： | 整合营销传播理论适应了现代营销环境和市场需求的变化,对指导市场营销实践具有重要意义。旅游业与旅游市场需求有自身的特点与发展规律,旅游整合营销体系不仅包括营销"传播",而应包含更广泛的内容,至少包括旅游目的地公共营销组织整合、旅游行业部门优化整合、旅游产品开发整合、旅游品牌形象整合与旅游营销区域整合等。
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| 关 键 词： | 市场营销 整合营销传播 旅游整合营销 内容 |
On Tourism Integrated Marketing |
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| ZHU Kong-shan. On Tourism Integrated Marketing[J]. Commercial Research, 2009, 0(3) |
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| Authors: | ZHU Kong-shan |
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| Affiliation: | School of Environment and Tourism;Linyi Normal University;Linyi 276005;China |
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| Abstract: | The integrated marketing communication theory adapts to the changes of the modern marketing circumstances and the market demands.It is of great significance to instruct the marketing practice.The tourism and the tourist market demands have their own characteristics and the law of development.The tourism integrated marketing system includes not only marketing communication,but also more extensive content including at least the integration of public marketing organizations in tourism destinations,tourism supe... |
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| Keywords: | marketing integrated marketing communication tourism integrated marketing content |
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