数据库营销及其在旅游企业的应用  

The Application of Data-base Marketing in the Travel Industry

作　　者：岑成德[1] 张雯雯[1] 

机构地区：[1]中山大学管理学院,广东广州510275

出　　处：《广东轻工职业技术学院学报》2006年第3期31-34,共4页Journal of Guangdong Industry Polytechnic

摘　　要：随着旅游市场竞争的不断加剧,旅游企业必须有强大的营销手段才能生存和发展。介绍了数据库营销的概况和数据挖掘的常用技术,讨论了旅游企业实施数据库营销的必要性及应注意的问题。As the competition in the tourism market aggravating, the tourism corporations have to master powerful marketing means to survive and develop. This paper introduces the generalization of data - base marketing and the common technology of data mining, and canvasses the necessity to apply the data-base marketing in the tourism corporations and the problems must be considered.

关 键 词：数据库营销 数据挖掘 旅游企业 

分 类 号：F590.8[经济管理—旅游管理]