| 整合营销传播理论在我国休闲业中的应用研究 |
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| 引用本文： | 郭永建.整合营销传播理论在我国休闲业中的应用研究[J].中国市场,2008(49):60-62. |
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| 作者姓名： | 郭永建 |
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| 作者单位： | 北京城市学院,语言学部旅游系,北京,100083 |
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| 摘 要： | 由于休闲产业极易受其消费者无形的不可量化的因素的影响,当前休闲产业中所使用4Ps和4Cs等传统营销理论已难以适应休闲业急速发展的需求。本文借用整合营销传播理论的理念,从休闲产品合理定位、口径一致的品牌形象塑造,休闲产业社会营销等方面研究了休闲业整合营销传播策略的实施。
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| 关 键 词： | 整合营销传播 休闲 休闲产业 |
The Research on Application of Integrated Marketing Communications in Leisure Industry in China |
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| GUO Yong-jian.The Research on Application of Integrated Marketing Communications in Leisure Industry in China[J].China Market,2008(49):60-62. |
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| Authors: | GUO Yong-jian |
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| Institution: | GUO Yong-jian(Beijing City Institute of Traveling Department,Beijing 100083,China) |
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| Abstract: | Since leisure industry is affected easily by the consumer's intangible and unmeasured elements, the traditional marketing theories which are used in the leisure industry can't meet the needs of the leisure industry rocket development.This paper studies the application of Integrated Marketing Communications(IMC) in leisure industry from the aspects of the orientation of leisure production, the image fostering of leisure industry and leisure industry social marketing. |
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| Keywords: | integrated marketing communications leisure leisure industry |
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