中小型旅行社体验营销研究  

On Experiential Marketing of Small and Medium-sized Travel Agencies

作　　者：陈小莲 

机构地区：[1]四川西南航空职业学院,成都610400

出　　处：《江苏工程职业技术学院学报》2017年第1期72-74,共3页Journal of Jiangsu College of Engineering and Technology

摘　　要：中小型旅行社在面临内忧、外患的多重挑战下,为了能在市场中立足,必须摒弃价格战等传统营销策略,顺应时代潮流,选择体验营销。中小旅行社可通过理念营销、感官营销、情感营销、人才营销等体验营销模式,规避市场风险,提升品牌形象,提高顾客满意度及市场占有率,实现企业经济效益。Faced with challenges from both internal and external troubles,small and medium-sized travel agencies should abandon traditional marketing strategies such as price war and adopt experiential marketing to adapt themselves to the trend of the times in order to set their foot in the market.Different modes of experiential marketing,such as concept marketing,sensory marketing,emotion marketing,talent marketing etc.can be adopted to avoid market risks,improve their brand image,enhance customer satisfaction and increase their market share so as to eventually secure economic benefits.

关 键 词：体验营销 中小型旅行社 理念营销 感官营销 情感营销 人才营销 

分 类 号：F590.63[经济管理—旅游管理]