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淺談旅游景區(qū)事件營(yíng)銷操作策略
畢業(yè)論文
淺談旅游景區(qū)事件營(yíng)銷操作策略
摘要： 旅游景區(qū)事件營(yíng)銷是對(duì)傳統(tǒng)營(yíng)銷理論的變革與新的突破，是1種先進(jìn)的市場(chǎng)營(yíng)銷觀念，在國(guó)外獲得了巨大的發(fā)展，在實(shí)踐中取得了好的效果。在我國(guó)旅游業(yè)中，景區(qū)事件營(yíng)銷導(dǎo)入時(shí)間不長(zhǎng)，發(fā)展卻很迅速。但是由于導(dǎo)入的時(shí)間不是很長(zhǎng)，人們?cè)谡J(rèn)識(shí)和實(shí)踐上都相對(duì)滯后于西方國(guó)家，因此正確認(rèn)識(shí)事件營(yíng)銷的內(nèi)涵，認(rèn)清在實(shí)踐中的1些誤區(qū)尤為重要。本文從我國(guó)旅游景區(qū)事件營(yíng)銷中基本概念出發(fā)，研究現(xiàn)在我國(guó)景區(qū)事件營(yíng)銷存在的制約因素，并重點(diǎn)探討旅游景區(qū)事件營(yíng)銷的操作策略。
關(guān)鍵詞： 旅游景區(qū)；事件營(yíng)銷；操作策略
Talking about Operation Strategy of the Event Marketing of Tourist Scenic Spots in China
Abstract: The event marketing in scenic spots is a change and new breakthrough of the traditional marketing theories ,and is an advanced marketing concepts. It have been a tremendous development abroad .People have obtained good result in the practice. In Chinas tourism, the event marketing in scenic spots is not long, but have rapid development. However, as the introduction of time is not very long, peoples knowledge about event marketing in scenic spots has lagged behind the Western nations. So a correct understanding of the content of Event Marketing and a clear understanding of the practice of some errors is particularly important. Based on the basic concept of Tourism Event Marketing in scenic spots , my research is the constraints of event marketing and focus on operation strategy of event marketing in our country’s tourist scenic spot.
Keyword: Tourism scenic spots; Event marketing ; Operation strategy
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