| 皮上玉,周镕基①.兼顾景区与顾客利益的南岳旅游营销分析[J].,2010,11(2):43-46 |
| 兼顾景区与顾客利益的南岳旅游营销分析 |
| Analysis on NanYue Tourism Marketing Based on the Interests of Scenic Spots and Customers |
| 投稿时间：2010-01-26 |
| DOI： |
| 中文关键词: 旅游营销 SWOT分析 诊断与策划 |
| English Keywords:Tourism Marketing SWOT Analysis Diagnosis and Planning |
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| 中文摘要: |
| 当前市场营销理论针对货物贸易和有关服务贸易的较多，对旅游营销的研究相对较少，而研究南岳的旅游营销更是缺乏。在兼顾厂商和顾客导向的旅游营销理论基础上，对南岳旅游营销进行了SWOT分析，并据此分析了南岳旅游营销战略匹配选择与定位。在兼顾厂商和顾客的理论指导下，做出了南岳旅游产品问题、价格问题、分销渠道问题和促销问题的诊断，并提出相应对策。 |
| English Summary: |
| Most of scholars focus their study on marketing about trade in goods and services, but few of them have studied NanYue tourism marketing. Taking into account the interests of scenic spots and customers,this paper analyses Nanyue tourism marketing with SWOT methods, and its marketing strategy and positioning. Finally paper made a diagnosis on NanYue tourism problem of products,prices,distribution channels,promotion,and put forward relevant countermeasures. |
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