中医药旅游的4Ps营销策略探讨  

4Ps Marketing Strategies for Traditional Chinese Medicine Tourism

作　　者：张群[1,2] 

机构地区：[1]湖南工程学院管理学院,湖南湘潭411104 [2]武汉大学历史学院,湖北武昌430072

出　　处：《湖南工程学院学报（社会科学版）》2012年第2期6-10,共5页Journal of Hunan Institute of Engineering(Social Science Edition)

基　　金：湖南省社科基金项目(09YBB101);湖南省教育厅项目(10C0568)阶段性成果

摘　　要：中医药旅游作为一种新型的旅游方式,尚未被社会普遍接受,其原因有很多,其中重要的一点是中医药旅游的产品营销缺乏整体规划,从而影响旅游形象的打造、推广与提升。借助传统的商品经济学的4Ps营销理论,针对中医药旅游的发展现状,对4Ps理论在中医药旅游市场营销中的运用,即产品、渠道、促销、价格等策略运用做出了一些初步的探讨。认为在产品策略方面应注重特色,注意挖掘文化内涵和体验性产品开发;在促销上多与中间商联系与合作;在渠道上运用影视、公共关系、人员等渠道进行传播;在价格上采用灵活性和合理性原则。Traditional Chinese medicine tourism,as a new way of tourism,has not yet been generally accepted due to the fact that traditional Chinese medicine tourism lacks tourism overall planning, thus affecting the building, promotion and ascension of tourism image. Based on the traditional 4Ps marketing theory and the situation of the traditional Chinese medicine tourism,this paper applies the 4Ps marketing theory in Chinese medicine tourism marketing, namely, the use of products, channel, promotion, and price strategies. The products strategy should focus on the characteristics, paying attention to the culture cooperation and experiential product development~ the promotion strategy should focus on more contact and cooperation with the sales middlemen ; the channel strategy should focus on all kinds of means such as film and television,public relations and staff communication and the price strategy should focus on the principle of flexibility and rationality.

关 键 词：中医药旅游 市场营销 4Ps 

分 类 号：F590.8[经济管理—旅游管理]