基于4C理论的旅游定制营销策略

Custom tourism marketing strategy based on 4 c theory research

中国经济的高速增长,衍生了旅游界的浮躁情绪与营销短视现象,以牺牲产品质量为代价盲目追求当前利益,而忽视了创利能力的累积,这是我国发展中旅游业不成熟的表现。旅游者消费需求个性化趋势的增强与电子商务技术的成熟,使传统的旅游营销模式受到极大的冲击。以个性化的顾客信息收集、柔性化的旅游产品设计、顾客导向式客户关系管理为特征的旅游定制营销模式呼之欲出,旅行社业面临着基于4C理论的旅游定制营销策略变革。

With the rapid growth of Chinese economy , there are impetuous mood and marketing myopia in the tourism, the blind pursuit of immediate interests at the expense of the products quality , and ignore the cu-mulative earnings power , this is the tourism industry development in China is not mature performance .En-hance the trend of personalized consumer demand of tourists and the maturity of e -business technology , the traditional tourism marketing pattern has a great impact on .Emerging tourism customized marketing mode to personalized customer information collection , flexible design of tourism product , customer oriented customer relationship management features , the travel agency industry is facing change tourism customization marketing strategy based on 4C theory.