浅谈整合营销传播在旅行社营销中的应用

The theory of integrated marketing communication in travel agency marketing

整合营销传播理论产生于20世纪90年代,是对传统营销思想的一次变革,并被认为是21世纪企业决胜市场的关键。文章主要讨论了整合营销传播理论的理论基础和主要特征,并从整合营销传播的企划模式、营销传播要素和营销传播工具的整合以及营销数据库的建立等方面分析它对我国旅行社营销的指导意义。

The Theory of Integrated Marketing Communications （IMC） has been advanced in 1990＇s, which was a great change against the traditional ＇marketing concept. It is also regarded as the key factors which helps enterprises succeed in fierce market competition of the 21st century. The paper discusses the theoretical basis and main features of the integrated marketing communications. It also tries to find out the instructions in helping travel agencies establishing a successful business model, and integrating all marketing communications factors and tools.