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本文基于价值营销理念及旅游产品的价值体现,得出情感和社会价值是现代旅游产品定位的基点。从整体产品概念的角度出发,认为旅游产品价值的提升应从形体、实质和外延三个产品层次着手,重点突出内涵,努力拓展外延。在此基础之上,本文进一步探索了旅行社企业的合作营销模式,突破传统、勇于创新,提出旅行社企业的立体合作营销概念,即纵向、横向及交叉合作营销。力求突破产业平面的束缚,构建三维立体合作营销模式,以更有效地挖掘资源,拓展市场,实现旅行社企业产品创新、品牌建设及整个旅游产业的跨越式发展。
Based on the concept of value marketing and the value of tourism products, this article concludes that emotion and social value are the starting points of modern tourism product positioning. From the perspective of the overall product concept, we think that the promotion of the value of tourism products should proceed from the three product levels of physical form, substance and extension, emphasizing the connotation and expanding the extension. On this basis, this article further explores the cooperative marketing model of travel agencies, breaks the tradition and innovates, and proposes the concept of cooperative marketing of travel agencies, namely vertical, horizontal and cross-cooperation marketing. Strive to break the shackles of the industrial plane, build three-dimensional cooperative marketing model to more effectively tap resources and expand markets, to achieve travel product innovation, brand building and the leapfrog development of the tourism industry.