基于客户价值的旅游企业营销策略

Tourist Enterprise Marketing Strategy on the Basis of Customer Value

随着经济的发展,众多企业由重视市场占有率发展到重视客户价值,被称为好客企业的旅游企业也不例外。由于并不是所有的客户都能给企业带来高额利润,所以划分不同的客户,根据客户的特点采取不同的营销策略就显得很重要。本文从这个角度出发,分别从客户价值的内涵、客户价值下的细分市场和营销策略以及各类型客户价值的营销侧重点等方面对客户价值进行探析,研究了基于客户价值下的旅游企业营销策略。

As the developing of economy, more and more enterprise, even including hospitable enterprise, pay more attention to customer value other than the possessive ratio of market. However, not all customers can bring high profits to these enterprises. It is important for these enterprises that they should part different customers and take fitful marketing strategy on different customers based on characters of different customers. In this paper, some researches had been carded on marketing strategy of travel industry based on customer value. We probed the value of customer finely from different aspects, such as the soul of customer value, sub-market and market strategy, stress on kinds of customers. At the same time, we elucidated different marketing strategies of travel industry for different customer values.