CS营销战略模型在山区“农家乐”经营中的运用  

Application of CS Marketing Strategy Model in Mountain “Farm Stay”

作　　者：郝丹璞 HAO Danpu(Dept. of Tourism and Management, Hanjiang Normal University, Shiyan 442000, Chin)

机构地区：[1]汉江师范学院旅游与管理系,湖北十堰442000

出　　处：《淮海工学院学报（人文社会科学版）》2018年第5期89-92,共4页Journal of Huaihai Institute of Technology(Humanities & Social Sciences Edition)

基　　金：汉江师范学院校级科研项目(2015B03)

摘　　要：山区"农家乐"经营势头火爆,带动了山区经济发展与大批农民脱贫致富。阐述了山区"农家乐"经营的现状,分析认为,山区"农家乐"在经营中存在服务水平落后、顾客满意度较低、产品售价贵、顾客投诉率高、同质化现象严重、产品缺乏特色、品牌形象差、顾客口碑不佳等方面的问题,从顾客满意角度出发,分别从产品质量、服务品质、产品定价、特色定位方面构建"QSPC"的山区"农家乐"CS营销战略模型。在此基础上,结合实例探讨了提升顾客满意度的CS营销战略。Nowadays,the operation of＂farm stay＂in mountainous areas is very hot,driving the economic construction in mountainous areas and getting rid of poverty by a large number of peasants.The present situation of rural＂farm stay＂in mountain area is expounded.It is found that there are some problems in mountain＂farm stay＂,such as backward service level,low customer satisfaction,high price of products,high customer complaint rate,serious homogeneity,lack of product features,poor brand image and poor customer reputation.From the perspective of customer satisfaction,this paper constructs the CS marketing strategy model of＂QSPC＂mountain＂farm stay＂from the aspects of product quality,service quality,product pricing and special positioning,and discusses the CS marketing strategy to improve customer satisfaction with examples.

关 键 词：山区“农家乐” 顾客满意度 “QSPC”模型 CS营销战略 

分 类 号：F590.8[经济管理—旅游管理]