旅游营销实战研究
| 书 名： |
旅游营销实战研究 |
| 英 文 名： |
RESEARCH ON PRACTICE OF TOURISM MARKETING
|
| 作 者： |
何小鹏 |
| I S B N： |
978-7-5228-0725-6 |
| 关 键 词： |
旅游市场 市场营销学 研究 |
| 出版日期： |
2022-12-01 |
中文摘要
本书运用市场营销理论，对旅游这一特殊产品进行了全方位的分析与解读。作者结合其多年从事旅游管理的经验，分别从旅游产品定位、旅游产品特色、产品规划与策划、旅游产品目的地营销（包括城市和乡村）、旅游产品主题定位、风貌设计、服务策划、旅游产品品牌打造、旅游演艺产品打造、旅游美食产品打造、旅游酒店产品（包括民宿等）打造、旅游零售业运作设计、旅游产品“讲故事”宣传模式，以及旅游行业人才培养、乡村旅游、旅游与传统文化等方面进行了别具特色的分析与阐述。另外，书中还附有作者在不同时期、不同产业环境中亲自参与的案例，具有一定的实践参考价值。
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CommonID:DIR_72553425,ID:14804633,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:717285,name:壹 旅游之“我是谁”,ShortName:,SubName:,EnTitle:,EnShortTitle:,EnSubTitle:,Level:0,BookId:14804628,AbstractCH:从中国古代旅游的日益兴起开始，随着时代的变化，旅游业在不断的发展壮大。本文随着经济与科技的日益强大，从市场层面、资本层面 、政策层面、运营层面这四个方面，对旅游业的未来发展趋势进行详细地分析，并且说明了只有全面了解好旅游业的现状，才能更好的发展旅游业的道理。,AbstractEN:,KeyWords:2689,2667,200938,EKeyWords:2690,2668,53431,SubjectWords:,LiteratureId:14804632,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b120230201X20204976001_000_001,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:admin,AddTime:2023-06-05 08:40:14.0,ModifyUser:null,ModifyTime:2023-10-16 16:07:58.0,HitCount:19,ShowType:putong,LogoID:0,PdfID:14804634,DownCount:14,AuthorInfos:,BookPublishDate:2022-12-01 00:00:00.0,SearchTitle:旅游之“我是谁”,ISBN:978-7-5228-0725-6,BookTitle:旅游营销实战研究,BookStatus:7,AllowDownload:Y,BookVersionNum:,researchorg:,CopyRightDate:null,ExcellentPeriod:,PrizeLevel:,IsExcellence:N,ContentClass:,IsDisabled:N,SearchTitle_2:旅游之“我是谁”,_RowNo:1
CommonID:DIR_72553437,ID:14804636,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:717286,name:贰 营销VS旅游营销,ShortName:,SubName:,EnTitle:,EnShortTitle:,EnSubTitle:,Level:0,BookId:14804628,AbstractCH:旅游市场营销属于市场营销的应用分支，因此，旅游营销，还得先从市场营销说起。在企业的生产经营活动中，决定结果的因素非常多，企业内部的经营、管理，企业外部的经济、社会、政治、自然环境等，任何因素的变化都会对生产经营活动造成或好或坏、或大或小的影响。这其中，企业经营者往往难以控制外部因素，但市场的分析与定位、消费者的消费心理与消费行为分析、产品的定位、宣传的方式、价格的策略、分销促销的方法等内部因素，经营者则完全可以掌控。这也正是市场营销研究和实践的主要内容。对市场营销的研究，起源于美国，20世纪初形成初步理论，勃兴于第二次世界大战之后的“辉煌三十年”，经过一个多世纪的实践和演变，形成了比较系统的理论。关于市场营销的理论，我们仅择其关键要点进行叙述，以便于大家有常识性的了解，同时方便与旅游市场营销做比对。,AbstractEN:,KeyWords:2689,416397,50839,EKeyWords:2690,416401,26049,SubjectWords:,LiteratureId:14804635,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b120230201X20204976001_000_002,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:admin,AddTime:2023-06-05 08:40:14.0,ModifyUser:null,ModifyTime:2023-10-16 16:07:58.0,HitCount:8,ShowType:putong,LogoID:0,PdfID:14804637,DownCount:12,AuthorInfos:,BookPublishDate:2022-12-01 00:00:00.0,SearchTitle:营销VS旅游营销,ISBN:978-7-5228-0725-6,BookTitle:旅游营销实战研究,BookStatus:7,AllowDownload:Y,BookVersionNum:,researchorg:,CopyRightDate:null,ExcellentPeriod:,PrizeLevel:,IsExcellence:N,ContentClass:,IsDisabled:N,SearchTitle_2:营销VS旅游营销,_RowNo:2
CommonID:DIR_72553451,ID:14804639,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:717287,name:叁 旅游营销之“道”,ShortName:,SubName:,EnTitle:,EnShortTitle:,EnSubTitle:,Level:0,BookId:14804628,AbstractCH:本文详细地分析并说明了当今时代，产业需要找准自己的战略定位，产出的产品要与其他产品找不同，形成差异化竞争和差异化竞合。此外，旅游产业还需进行策划和规划，并且恰当协调好二者之间的关系。,AbstractEN:,KeyWords:2689,658596,548700,EKeyWords:2690,531169,548702,SubjectWords:,LiteratureId:14804638,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b120230201X20204976001_000_003,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:admin,AddTime:2023-06-05 08:40:14.0,ModifyUser:null,ModifyTime:2023-10-16 16:07:58.0,HitCount:10,ShowType:putong,LogoID:0,PdfID:14804640,DownCount:17,AuthorInfos:,BookPublishDate:2022-12-01 00:00:00.0,SearchTitle:旅游营销之“道”,ISBN:978-7-5228-0725-6,BookTitle:旅游营销实战研究,BookStatus:7,AllowDownload:Y,BookVersionNum:,researchorg:,CopyRightDate:null,ExcellentPeriod:,PrizeLevel:,IsExcellence:N,ContentClass:,IsDisabled:N,SearchTitle_2:旅游营销之“道”,_RowNo:3
CommonID:DIR_72553463,ID:14804642,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:717288,name:肆 目的地在竞争,ShortName:,SubName:,EnTitle:,EnShortTitle:,EnSubTitle:,Level:0,BookId:14804628,AbstractCH:本文详细分析并说明了在产业竞争日趋激烈的当下，有资源条件的地方主动去营造目的地这样的旅游产品，应该成为政府发展经济的举措和选择。,AbstractEN:,KeyWords:658597,658598,658599,EKeyWords:658600,163470,658601,SubjectWords:,LiteratureId:14804641,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b120230201X20204976001_000_004,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:admin,AddTime:2023-06-05 08:40:14.0,ModifyUser:null,ModifyTime:2023-10-16 16:07:58.0,HitCount:6,ShowType:putong,LogoID:0,PdfID:14804643,DownCount:10,AuthorInfos:,BookPublishDate:2022-12-01 00:00:00.0,SearchTitle:旅游目的地在竞争,ISBN:978-7-5228-0725-6,BookTitle:旅游营销实战研究,BookStatus:7,AllowDownload:Y,BookVersionNum:,researchorg:,CopyRightDate:null,ExcellentPeriod:,PrizeLevel:,IsExcellence:N,ContentClass:,IsDisabled:N,SearchTitle_2:旅游目的地在竞争,_RowNo:4
CommonID:DIR_72553480,ID:14804645,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:717289,name:伍 季风中的传统景区,ShortName:,SubName:,EnTitle:,EnShortTitle:,EnSubTitle:,Level:0,BookId:14804628,AbstractCH:本文分析了在旅游消费日渐泛化的进程中，景区景点的概念开始逐渐泛化的情况。在这样的泛化中，传统景区景点的生存和发展遇到了挑战，甚至更多的传统景区则显现出了发展滞后的态势。因此对于传统景区产品的营造和提升，作者根据自己的经验和理解提一些方向和做法。,AbstractEN:,KeyWords:658602,54177,456766,EKeyWords:658603,54190,456768,SubjectWords:,LiteratureId:14804644,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b120230201X20204976001_000_005,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:admin,AddTime:2023-06-05 08:40:14.0,ModifyUser:null,ModifyTime:2023-10-16 16:07:58.0,HitCount:3,ShowType:putong,LogoID:0,PdfID:14804646,DownCount:11,AuthorInfos:,BookPublishDate:2022-12-01 00:00:00.0,SearchTitle:季风中的传统景区,ISBN:978-7-5228-0725-6,BookTitle:旅游营销实战研究,BookStatus:7,AllowDownload:Y,BookVersionNum:,researchorg:,CopyRightDate:null,ExcellentPeriod:,PrizeLevel:,IsExcellence:N,ContentClass:,IsDisabled:N,SearchTitle_2:季风中的传统景区,_RowNo:5
CommonID:DIR_72553499,ID:14804648,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:717290,name:陆 旅游演艺正热闹,ShortName:,SubName:,EnTitle:,EnShortTitle:,EnSubTitle:,Level:0,BookId:14804628,AbstractCH:本文分析并说明了当下旅游演艺的流行趋势以及如何能够更好地通过丰富旅游演艺的内容和形式进一步促进旅游业的发展和升级。,AbstractEN:,KeyWords:29801,485138,24898,EKeyWords:658604,485141,26733,SubjectWords:,LiteratureId:14804647,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b120230201X20204976001_000_006,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:admin,AddTime:2023-06-05 08:40:14.0,ModifyUser:null,ModifyTime:2023-10-16 16:07:58.0,HitCount:4,ShowType:putong,LogoID:0,PdfID:14804649,DownCount:11,AuthorInfos:,BookPublishDate:2022-12-01 00:00:00.0,SearchTitle:旅游演艺正热闹,ISBN:978-7-5228-0725-6,BookTitle:旅游营销实战研究,BookStatus:7,AllowDownload:Y,BookVersionNum:,researchorg:,CopyRightDate:null,ExcellentPeriod:,PrizeLevel:,IsExcellence:N,ContentClass:,IsDisabled:N,SearchTitle_2:旅游演艺正热闹,_RowNo:6
CommonID:DIR_72553507,ID:14804651,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:717291,name:柒 味觉的旅行,ShortName:,SubName:,EnTitle:,EnShortTitle:,EnSubTitle:,Level:0,BookId:14804628,AbstractCH:本文对旅行的主要要素之一———内涵丰富的饮食文化进行介绍。,AbstractEN:,KeyWords:39463,2786,3152,EKeyWords:76882,2787,3160,SubjectWords:,LiteratureId:14804650,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b120230201X20204976001_000_007,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:admin,AddTime:2023-06-05 08:40:14.0,ModifyUser:null,ModifyTime:2023-10-16 16:07:58.0,HitCount:0,ShowType:putong,LogoID:0,PdfID:14804652,DownCount:10,AuthorInfos:,BookPublishDate:2022-12-01 00:00:00.0,SearchTitle:味觉的旅行,ISBN:978-7-5228-0725-6,BookTitle:旅游营销实战研究,BookStatus:7,AllowDownload:Y,BookVersionNum:,researchorg:,CopyRightDate:null,ExcellentPeriod:,PrizeLevel:,IsExcellence:N,ContentClass:,IsDisabled:N,SearchTitle_2:味觉的旅行,_RowNo:7
CommonID:DIR_72553516,ID:14804654,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:717292,name:捌 不仅是歇脚的那张床,ShortName:,SubName:,EnTitle:,EnShortTitle:,EnSubTitle:,Level:0,BookId:14804628,AbstractCH:本文分析并介绍了我国现阶段住宿业存在的问题，且投资者和经营者应该看准趋势、找准自己的定位以及走稳发展的步伐。,AbstractEN:,KeyWords:113468,658605,658606,EKeyWords:66822,658607,658608,SubjectWords:,LiteratureId:14804653,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b120230201X20204976001_000_008,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:admin,AddTime:2023-06-05 08:40:14.0,ModifyUser:null,ModifyTime:2023-10-16 16:07:58.0,HitCount:1,ShowType:putong,LogoID:0,PdfID:14804655,DownCount:10,AuthorInfos:,BookPublishDate:2022-12-01 00:00:00.0,SearchTitle:不仅是歇脚的那张床,ISBN:978-7-5228-0725-6,BookTitle:旅游营销实战研究,BookStatus:7,AllowDownload:Y,BookVersionNum:,researchorg:,CopyRightDate:null,ExcellentPeriod:,PrizeLevel:,IsExcellence:N,ContentClass:,IsDisabled:N,SearchTitle_2:不仅是歇脚的那张床,_RowNo:8
CommonID:DIR_72553525,ID:14804657,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:717293,name:玖 旅行之“行”,ShortName:,SubName:,EnTitle:,EnShortTitle:,EnSubTitle:,Level:0,BookId:14804628,AbstractCH:本文说明并分析了旅游过程中便捷交通的重要性以及21世纪旅游交通的责任、义务和机会。,AbstractEN:,KeyWords:27383,48090,28859,EKeyWords:27386,334650,65154,SubjectWords:,LiteratureId:14804656,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b120230201X20204976001_000_009,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:admin,AddTime:2023-06-05 08:40:14.0,ModifyUser:null,ModifyTime:2023-10-16 16:07:58.0,HitCount:2,ShowType:putong,LogoID:0,PdfID:14804658,DownCount:10,AuthorInfos:,BookPublishDate:2022-12-01 00:00:00.0,SearchTitle:旅行之“行”,ISBN:978-7-5228-0725-6,BookTitle:旅游营销实战研究,BookStatus:7,AllowDownload:Y,BookVersionNum:,researchorg:,CopyRightDate:null,ExcellentPeriod:,PrizeLevel:,IsExcellence:N,ContentClass:,IsDisabled:N,SearchTitle_2:旅行之“行”,_RowNo:9
CommonID:DIR_72553536,ID:14804660,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:717294,name:拾 旅行中的买、买、买,ShortName:,SubName:,EnTitle:,EnShortTitle:,EnSubTitle:,Level:0,BookId:14804628,AbstractCH:本文分析并介绍了作为旅游产业的重要因素之一，旅游购物在旅游产业的发展进程中起到的重要作用。,AbstractEN:,KeyWords:27383,658609,658610,EKeyWords:27386,658611,658612,SubjectWords:,LiteratureId:14804659,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b120230201X20204976001_000_010,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:admin,AddTime:2023-06-05 08:40:14.0,ModifyUser:null,ModifyTime:2023-10-16 16:07:58.0,HitCount:1,ShowType:putong,LogoID:0,PdfID:14804661,DownCount:11,AuthorInfos:,BookPublishDate:2022-12-01 00:00:00.0,SearchTitle:旅行中的买、买、买,ISBN:978-7-5228-0725-6,BookTitle:旅游营销实战研究,BookStatus:7,AllowDownload:Y,BookVersionNum:,researchorg:,CopyRightDate:null,ExcellentPeriod:,PrizeLevel:,IsExcellence:N,ContentClass:,IsDisabled:N,SearchTitle_2:旅行中的买、买、买,_RowNo:10
CommonID:DIR_72553543,ID:14804663,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:717295,name:拾壹 宣传的策略,ShortName:,SubName:,EnTitle:,EnShortTitle:,EnSubTitle:,Level:0,BookId:14804628,AbstractCH:本文从广告媒介的角度对旅游宣传事业进行分析和说明介绍。,AbstractEN:,KeyWords:658613,27383,456766,EKeyWords:658614,27386,456768,SubjectWords:,LiteratureId:14804662,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b120230201X20204976001_000_011,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:admin,AddTime:2023-06-05 08:40:14.0,ModifyUser:null,ModifyTime:2023-10-16 16:07:58.0,HitCount:13,ShowType:putong,LogoID:0,PdfID:14804664,DownCount:16,AuthorInfos:,BookPublishDate:2022-12-01 00:00:00.0,SearchTitle:旅游宣传的策略,ISBN:978-7-5228-0725-6,BookTitle:旅游营销实战研究,BookStatus:7,AllowDownload:Y,BookVersionNum:,researchorg:,CopyRightDate:null,ExcellentPeriod:,PrizeLevel:,IsExcellence:N,ContentClass:,IsDisabled:N,SearchTitle_2:旅游宣传的策略,_RowNo:11
CommonID:DIR_72553559,ID:14804666,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:717296,name:拾贰 一些相关的思考,ShortName:,SubName:,EnTitle:,EnShortTitle:,EnSubTitle:,Level:0,BookId:14804628,AbstractCH:本文根据当下时代特点分析了旅游业作为极具社会性的经济产业有着自己的优缺点和价值。,AbstractEN:,KeyWords:24560,27383,658615,EKeyWords:45690,27386,658616,SubjectWords:,LiteratureId:14804665,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b120230201X20204976001_000_012,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:admin,AddTime:2023-06-05 08:40:14.0,ModifyUser:null,ModifyTime:2023-10-16 16:07:58.0,HitCount:9,ShowType:putong,LogoID:0,PdfID:14804667,DownCount:14,AuthorInfos:,BookPublishDate:2022-12-01 00:00:00.0,SearchTitle:一些旅游业相关的思考,ISBN:978-7-5228-0725-6,BookTitle:旅游营销实战研究,BookStatus:7,AllowDownload:Y,BookVersionNum:,researchorg:,CopyRightDate:null,ExcellentPeriod:,PrizeLevel:,IsExcellence:N,ContentClass:,IsDisabled:N,SearchTitle_2:一些旅游业相关的思考,_RowNo:12
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