旅游服务营销组合的"8Ps"理论与民族旅游商品营销--以彝族服饰旅游商品为例

竞争激烈、市场细分和复杂程度的加大、顾客经验的日趋丰富要求旅游服务营销要更加关注游客的需求、旅游项目包装、活动策划以及重视并鼓励各种协作组织间的营销协作.Alastair Morrison教授在传统4Ps营销理论的基础上,提出了后4Ps理论,从而使旅游服务业营销理论更趋于完整和实用.后4Ps理念在彝族服饰旅游商品中的应用研究,为民族旅游商品的营销服务提供了一种可借鉴的营销策略.

8Ps Theory of Tourism Service Marketing and Marketing of Ethnic Tourism Commodities - Case Study of Marketing of Yi Nationality Costumes

With the intensified competition, segmenting and complication of markets, and more experience of customers, marketing of tourism service is expected to pay more attention to the need of customers, packaging of tourism projects, planning of activities and marketing cooperation among different organizations. Based on traditional 4Ps theory of marketing theory, Professor Alastair Morrison added 4 more and made the existing marketing theory better and more practical. The applied research of marketing of Yi Nationality costumes with the consideration of the latter 4Ps offers a reference marketing strategy for marketing service of ethnic tourism commodities.