| 旅行社安全营销：背景、障碍及其体系构建 |
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| 引用本文： | 杨松华,谢朝武.旅行社安全营销：背景、障碍及其体系构建[J].桂林旅游高等专科学校学报,2012(6):88-93. |
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| 作者姓名： | 杨松华 谢朝武 |
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| 作者单位： | [1]华侨大学旅游学院,福建泉州362021 [2]中国旅游研究院旅游安全研究基地,福建泉州362021 |
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| 基金项目： | 福建省人文社科规划项目（20118150）;国家旅游局重点科研项目（10TACK005）;教育部人文社科基金青年项目（09YJC790L01） |
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| 摘 要： | 旅行社安全营销是旅行社企业面临的新生命题和工作方向，是当前旅游安全形势对旅行社的特定要求。分析了旅行社进行安全营销的实践与理论背景，指出目前旅行社进行安全营销存在营销尺度难以把握、营销方法采用困难及运作成本较高等困难与障碍．以此为基础，从内容体系、方法体系与保障体系等3个结构层次入手构建了旅行社的安全营销体系。
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| 关 键 词： | 旅行社 安全营销 困难与障碍 体系构建 |
Security Marketing of Travel Agenies. its Background, Barriers, and System Construction |
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| Yang Songhua,Xie Chaowu.Security Marketing of Travel Agenies. its Background, Barriers, and System Construction[J].Journal of Guilin Institute of Tourism,2012(6):88-93. |
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| Authors: | Yang Songhua Xie Chaowu |
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| Institution: | 1. College of Tourism, Huaqiao University, Quanzhou 362021, China; 2. Center for Tourism Safety ＆ Security Research of China Tourism Academy, Quanzlzou 362021, China) |
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| Abstract: | Security marketing is the new proposition and working direction which travel agency enterprises should he faced with, it is also a requirement of current safety situation to the travel agency. The paper analyzes the practice and theoretical background of security marketing for a travel agency, and points out that the difficulties and obstacles, such as moderate marketing scales, tighter marketing methods and higher operating costs. On this basis, this paper points out that the travel agency can build the se- curity marketing system in three--level structure of security marketing contents, security marketing methods and security mar- keting guarantee. |
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| Keywords: | travel agency security marketing difficulties and obstacles system construction |
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