基于P·S·T分析的柳州旅游4C·D营销策略研究

4C·D region marketing strategies of Liuzhou's tourism based on the analysis of P·S·T

基于柳州旅游的现状 ,研究了其市场定位 (Positioning)、市场细分 (Segm enting)、目标市场的确定 (Target-ing)问题 ,在此分析的基础上确定了不同于传统 4P'S理论的柳州旅游的 4C· D区域营销策略 ,即注重旅游者的需求和欲望 (Consumers'wants and needs)、成本 (Cost)、方便 (Convenience)旅游者的购买、与旅游者有效沟通 (Com munication)、以及实施数据库营销 (Database Marketing)

In the thesis, according to the present situation of Liuzhou's tourism , the problems of positioning、segmenting and targeting were studied Then the 4C·D( Consumers' wants and needs、Cost、Convenience、Communication、Database ) region marketing strategies of Liuzhou's tourism, which are different from the traditional 4P'S theory, were determined