定制营销视角下的旅游企业经营创新研究

On the Management Innovation of Tourism Enterprises from the Perspective of Customized Marketing

随着国内旅游市场的不断成熟与竞争的日益激烈,旅游企业引入定制营销思路进行经营创新意义非凡。文章分析了定制营销与定制旅游的内在契合关系,阐释了定制营销视角下旅游企业经营创新的促进因素和限制因素,构建了"4P+4C+4V"营销组合应用模型,以期有针对性地满足旅游消费者个性化需求,并为旅游企业贯彻定制化经营策略提供具体参考。

With the development and increasingly fierce competition of domestic tourism market, it is of great significance for tourism businesses to carry out management innovation by adopting customized marketing ideas.This paper first discusses the intrinsically interactive relationship between customized marketing and customized tourism, and then explains in detail the factors both promoting and hindering tourism enterprise＇s management innovation from the perspective of customized marketing. It finally constructs an application model of 4 P＋4 C＋4 V marketing mix, which is supposed to meet the personalized needs of tourists and to provide references for tourism enterprises.