顾客满意基础上的邮轮旅游营销策略研究  

Cruise Tourism Marketing Strategy Based on the Customer Satisfaction

作　　者：黄校婷[1] 

机构地区：[1]上海海事大学,上海200135

出　　处：《物流科技》2013年第3期127-129,共3页Logistics Sci-Tech

摘　　要：文章立足于顾客满意角度来探讨邮轮旅游企业的营销策略,阐述了我国邮轮旅游市场的特性,市场的特性是围绕着顾客自身的角度展开;基于顾客角度分析我国邮轮旅游市场营销策略的现实意义,这些现实意义从企业所有行为的目的来分析;顾客满意的价值维度和内容,将影响顾客满意的因素分为产品机制、心理机制和情感机制三个方面,这三个方面包含了不一样的内容;企业针对于这些影响顾客满意的方面分别制定其营销策略。将顾客满意理论和价值应用在邮轮旅游中,对于我国来说,邮轮旅游是一个新兴的产业,也是将来的重点产业,在早期灌输顾客满意理念于企业中将会是一个明智的开始。This article will discuss the cruises tourism enter- prise marketing strategy based on the customer satisfaction, in- cluding the characteristics of the cruise market in our country., which expanded by customer; the marketing strategy based on customer satisfaction will make the great significance to enter- prise, all the analysis will start from the target of enterprise; the value dimension and content of customer satisfaction, the factors that affect customer satisfaction will be divided into product mechanism, the psychological mechanism and the e- motional mechanism, each dimension is consisted of different contents： cruises tourism enterprise make marketing strategy aim at these factors. For our country, cruise tourism is a e- merging industry, and a key industry in the future, it＇s wise began to put customer satisfaction into enterprises.

关 键 词：顾客满意 邮轮旅游 营销策略 

分 类 号：F590.8[经济管理—旅游管理]