入世对我国旅游企业的影响及营销对策

针对我国加入WTO会给国内旅游行业带来哪些发展的机遇及挑战进行了较为详细的分析 ,并针对入世的挑战 ,从旅游产品的组合、旅游网站的建设功能、服务产品开发策略、品牌和产品推广、渠道整合、客户关系营销和营销组合等七个方面提出了国内旅游企业应对的营销对策 ,同时从扩展性的经营实体、虚拟性营销网络以及建立标准化的管理模式方面阐述了国内旅游企业营销网络的建设与管理策略。

The influence of China''''s joining WTO on the Chinese tourist enterprises and their marketing strategies

Discusses in detail the developing opportunities and challenges of domestic tourism industry brought by china's joining WTO. In accordance with the challenges of joining the WTO, the marketing strategies of domestic tourist enterprises are put forward in seven aspects: tourist product mix strategy, the functions of travel industry sites, the developing strategies of service products, brand and product promotion, channels integration, customer relationship marketing and marketing mix. Meanwhile, the construction and management strategies of marketing network of the domestic tourist enterprises are also expounded in the aspects of extensible business entity, virtual marketing network and the establishment of standard management model.