基于手机互联网的旅游目的地营销体系建构与影响因素分析

Tourist Destination Marketing Based on Mobile Phone Internet

基于手机互联网的旅游目的地营销现状,建构以"基础层营销、主体层营销以及支持层营销"为主的营销体系,分析影响手机互联网的旅游目的地营销的相关因素,提出应引入市场竞争降低资费、加大网络建设、打击垃圾邮件和垃圾短信产业链、加大手机互联网安全管控、注重交互性来进行营销设计、建设旅游信息数据库、制定标准等引导和推动旅游目的地营销发展的策略。

Based on the status quo of mobile phone internet based tourist destination marketing, the paper aims to construct a new marketing system that includes such sub systems as basic, main body and supporting marketing. By analyzing the relative factors influencing the tourist destination, the article suggests that: competition should be introduced to reduce the related fees; strengthen the net to combat junk mails and messages; strengthen the safety control of mobile phone internet; constructing a corpus to speed up the development of tourist destination marketing.