互联网时代旅游业市场营销创新与企业收益相关性研究

The Marketing Innovation and Enterprise Earnings of Chinese Tourism in Internet Era

通过我国旅游业的市场营销的现状分析,指出该行业在营销过程中存在的主要问题;通过实证研究得出旅游行业的营销创新会极大提升旅游企业的收益的结论,并提出了经营规范化、提高售后服务、优化旅游路线和营销创新等相应的对策。

The paper investigates the status of quo of the markets in Chinese tourism and sums up the major problems existed. The paper concludes that the creativeness in tourist industry can improve significantly the earnings in tourism enterprises. It also puts forwards such strategies as operation normalization, after-sale service, optimization of tourist routes and marketing innovation.