基于顾客让渡价值的风景区新理念营销研究

New Concept Marketing of Scenic Spot under Analysis of Customer Delivered Value

我们应该看到旅游企业的生存和发展已经从单纯产品生产、销售转化为追求顾客让渡价值最大化的过程,本文以将乐玉华洞为例,从旅游者需求角度,分析旅游风景区产品的顾客让渡价值构成,提出提升顾客让渡价值的营销策略,在企业与顾客的双赢中求得企业的生存和发展。

We should notice the traveling business whose existence and development have turned pure manufacture and sales of product into the process in which seeks greatest customers delivered value. This article sets Yuhua Hole as example to analyze the constitution of customers delivered value which gets from the product of scenic spot from the point of customer＇s need. ,And it puts forward the marketing tactics which promote customer delivered value to make business exist and develop under win -win between itself and customers.