旅游市场营销组合:要素与策略

Tourism Marketing Mix:Its Essential Factors and Strategies

市场营销组合理论经数次变革和创新,形成了与市场变化紧密结合的现代市场营销组合思想和理论。把市场营销组合普遍原理与特定产品和特定市场结合,有一个营销要素有机设置和营销模式选择问题。旅游市场营销组合是针对旅游产品和特定市场设置的市场营销方案,理应具有特定的市场营销组合方式和特定的营销策略。"产品要素组合+营销要素组合"的有机整合是其中的思路之一。

With constant transformations and innovations, modern Combinatorial Theory of Marketing now has closely connected itself with the changes of markets. However, when the theory integrates with specific products and markets, problems like how to arrange marketing factors reasonably and which models should be applied will arise. In compliance with the above theories and laws, tourism-marketing plan must aim at a suitable mix of tourism products and specific markets as well as an efficient marketing strategy. It is admitted that ＂key elements of products plus essential factors of marketing＂ is one of the reasonable marketing mixes.