基于4C营销理论的金华旅游商品开发

Development of Jinhua Tourism Products Based on 4C Theories of Marketing

对金华旅游商品开发的现状和存在问题进行探讨,总结了金华旅游商品在市场导向性、专业研发机构、市场管理机制以及销售渠道和力度等方面存在的不足。通过论证认为金华的旅游商品开发应运用4C理论的营销模式,即以游客为导向、考虑游客购买成本、尽最大力量为游客购物提供方便并及时与游客做好沟通交流工作,以期对金华旅游商品开发提供一定指导和借鉴。

Through using the 4C theory of commodity marketing,the current situation and existing problems of tourism product development in Jinhua were discussed to obtain its inadequate which exists in the market-oriented,professional development,market management and sales channels and efforts.According to the demonstration,it was thought that tourist product development should use the 4C theory of the marketing model which includes tourist-oriented,to consider tourists purchase cost,to do its utmost to provide convenience for tourists shopping and to communicate with the visitors in time.In a word,this paper has a certain reference guide for Jinhua travel product development.