旅游企业7Ps 服务营销策略外文文献翻译3000多字.docx
- 文档编号:63632
- 上传时间:2022-10-01
- 格式:DOCX
- 页数:8
- 大小:17.37KB
旅游企业7Ps 服务营销策略外文文献翻译3000多字.docx
《旅游企业7Ps 服务营销策略外文文献翻译3000多字.docx》由会员分享,可在线阅读,更多相关《旅游企业7Ps 服务营销策略外文文献翻译3000多字.docx(8页珍藏版)》请在冰豆网上搜索。
文献出处:
CrickD.The7psservicemarketingstrategyoftourismenterprise[J].MarketingIntelligence&Planning,2015,33(5):
705-715.
原文
The7psservicemarketingstrategyoftourismenterprises
CrickD
Abstract
Tourismdevelopmentasapatternofserviceindustry,servicemarketingisanewfieldofmodernmarketing,7psisthecoreofservicemarketingmixsystem.7psservicemarketingconceptcanhelptourismenterprisestounderstandthevisitors,keeptourists,provideabetterservice.Butmostofthetourismenterprisesarestillexposeddon'tknow7psservicemarketingstrategy,thereisnoanalysisoftourismconsumersdemandcharacteristicsanddifferences,can'tmeetthedemandofconsumers,suchastheservicelevelislow.And7psconceptcanbeappliedtotheproductstrategy,pricestrategy,channelstrategy;personnel,tangibledemonstration,serviceprocessstrategyandphysicaldisplay,etc.TourismenterprisesonlydoagoodjobinservicemarketinginnovationandadvancingwithTheTimes,towinincompetition.
Keywords:
7ps;Marketingmix;Tourismenterprises1Introduction
Asthethirdindustry,tourismisaformofmodernserviceindustry;tourismcanpromotethedevelopmentoflocaleconomy.Enteringthe21stcentury,tourismreceivedextensiveattentionofallcountriesintheworldandwewillvigorouslysupport.EveniftheservicehasquitedevelopedEuropeanandAmericancountries,however,arestillexposedsomeaspectsoftheservicelevelislow.Thedevelopmentofmoderntourismenterprises,tocustomersatisfactionandloyaltyasthecore,withanemphasisoncustomerservice,tourismcompetitionisservicecompetition,serviceasthewindowoftourismenterprises,canthroughthetourismenterpriseservicemarketingresearch,promotetheserviceleveloftourismenterprises.7pstheservicemarketingtheorytothedevelopmentofmoderntourismenterpriseserviceplaysaguidingroleandrealisticsignificance.Withthedevelopmentofnormalization,network,intelligence,basedonthenewdevelopmenttrendofmoderntourismenterprisecontent,7psservicemarketingcontainsdevelopment,alsogivesanewconnotation,7pseveryaspectaddsnewcontent.Thispaperaccordinglyputsforwardinthenewenvironment,basedontheservicemarketingstrategyof"7ps"newdevelopmentofthe
tourismenterprisesintheaspectofservicemarketing.27psservicemarketingoverview
Inthe1970s,thedevelopmentofserviceindustryisveryrapid,servicemarketingtheoryisbasedonthetraditionalmarketingtheoryof4ps,in1981bythecloth,andthreemorethanTurner"P"servicedevelopment.Servicemarketingcombinationofsevenelements,namely,7ps:
products(Product),Price(Price),channel(Place)(People),Promotion(Promotion),personnel,serviceProcess(Process),tangibledemonstration(PhysicalEvidence),thusformingthe7psservicemarketingcombination,makewith7psasthecoreofservicemarketingcombinationsystem.7pscombinationisvitaltothesuccessofserviceenterprises.Personnel,serviceprocessandphysicalfeaturesthreeelementscanreflectthecharacteristicsoftheenterpriseservicemarketingmix.Intoday'sworld,with7psservicemarketingconceptasthecoreofcustomersatisfactioncompetitivestrategyprovedtobemoreandmoresuitablefortoday'sincreasinglycompetitivebusinessenvironment.WiththedevelopmentofInternettechnology,the7psinjectednewideas,servicemarketingtheoryofservicemarketingbasedonthetheoryofthe7psnewrequirementsareputforward.Increasedmarketing,marketing,onlinemarketing,suchasmarketingstrategy,combinedwithmoreexperientialservice,customizedservice,onlineservice,etc.Thecombinationofservicesmarketingandtourismenterprises,mustcauseamajorreformofthetourismenterprises
3Touristenterpriseservicemarketingpresentsituation
3.1Travelserviceproductslackofinnovation
Tourismenterprisestoprovidetheservicedifferenceissmall,lackofinnovation,notformthecoreofcompetitiveadvantageinservice,manytourismenterpriseshavenotdonetoprovidecustomerswithpersonalizedhaveobviousdifferencesincharacteristicofpersonalizationservice.Limitedservicemarketing,servicemarketingismorereflectedinthefieldofhigh-end,theVIPcustomerservice,andaccordingtothegeneralpublicservicemarketingconceptandattitude.Asaresultofthetraditionalmarketingconcepthasaprofoundeffectonenterprisestill,theirunderstandingofservicemarketingstillstayonthesurface,notthesystematicregulationsontheserviceandoverallmanagement.Ontheconnotationofthetourismcultureisnotdeep,gradeisnothigh,theservicemarketingconnotationunderstandinginsufficiency,tourismservicemarketingconsciousness,servicemanagementlevelislow,theunclearunderstandingofservicefeatures,servicequalitycon
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- 旅游企业7Ps 服务营销策略外文文献翻译3000多字 旅游 企业 Ps 服务 营销 策略 外文 文献 翻译 3000 多字
![提示](https://static.bdocx.com/images/bang_tan.gif)