| 旅行社产品有形化营销策略研究 |
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| 引用本文： | 侯志强,郑向敏. 旅行社产品有形化营销策略研究[J]. 哈尔滨商业大学学报(社会科学版), 2007, 0(5): 101-104,121 |
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| 作者姓名： | 侯志强 郑向敏 |
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| 作者单位： | 华侨大学,旅游学院,福建,泉州,362021 |
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| 基金项目： | 华侨大学校科研和教改项目 |
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| 摘 要： | 通过信息环境的有形化和可感知化、产品主题的有形化与个性化、产品价格的规范化与差异化、导游服务的标准化与品质化、旅游宣传册的可读化与可信化、售后服务的程序化与有效化,可以有效提升旅行社产品的有形化程度,培育旅游市场,打造市场品牌,提升旅行社形象,从而提升我国旅行社业的整体竞争力.
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| 关 键 词： | 旅行社产品 外部关系模型 旅游期望 有形化营销 |
| 文章编号： | 1671-7112（2007）05-0101-04 |
| 收稿时间： | 2007-06-20 |
| 修稿时间： | 2007-06-20 |
The Research into Tangible Marketing Strategy of the Product of Travel Agencies |
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| HOU Zhi-qiang,ZHENG Xiang-min. The Research into Tangible Marketing Strategy of the Product of Travel Agencies[J]. Journal of Harbin University of Commerce:Social Science Edition, 2007, 0(5): 101-104,121 |
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| Authors: | HOU Zhi-qiang ZHENG Xiang-min |
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| Affiliation: | School 0f Tourism, Huaqiao University, Quanzhou 362011, China |
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| Abstract: | The key issue for travel agencies is to improve the holistic competitive strength of the whole field.Improving the tangibility of the product of travel agencies,cultivating tourism market,developing marketing brand,promoting the image of travel agencies can benefit much to the improvement.And all these can be achieved by establishing a tangible and appreciable information environment,reinforcing the tangibility and individuality of the theme of products,standardizing and differentiating the price of products, improving the standard and quality of guide service, enhancing the credibility of brochures as well as standardizing after- sale service, |
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| Keywords: | the product of travel agencies external relation model tourism expectation tangible marketing |
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