摘要
2008年以来,为了减少国际金融危机对国内旅游的负面影响,国家相关部门提出了一系列有利于国内旅游发展的政策,这不仅促进了国内旅游的恢复发展,更使城市郊区逐渐成为旅游者活动的热点区域。就青岛市而言,城郊旅游产品的开发已初具规模,逐渐被广大消费者所接受,但在产品营销方面还存在一系列问题,如品牌意识淡薄、销售渠道单一、忽略产品售后服务等。论文主要以营销学的4Ps理论为基础,分析了如何进一步完善青岛市城郊旅游产品的营销策略。
Since 2008,in order to weaken the negative influence of international financial crisis towards the domestic tourism,some related government departments have put forward a package of policies,which benefit the development of domestic tourism. These policies not only bring about a revival development in domestic tourism,but also make the suburbs gradually become the hot areas of tourism. As far as Qingdao is concerned,the development of suburb tourism products is now in a rising stage. And these products have been gradually accepted by many consumers. However,there are a series of problems of product marketing,such as lack of brand awareness,single marketing channel,neglect of after-sale service etc.. Based on the 4PS theory of marketing,this paper analyzes how to further perfect the marketing strategies of suburb tourism products in Qingdao.
关键词
城郊
旅游产品
营销策略
青岛市
suburb
tourism products
marketing strategy
Qingdao
