CAJ | 학술논문

旅游业作为服务业的一种模式，发展服务营销是现代市场营销的一个新领域，7Ps是服务营销组合体系的核心。7Ps服务营销理念可以帮助旅游企业了解游客，留住游客，提供更好的服务。但大部分旅游企业仍暴露出不了解7Ps服务营销策略，没有分析旅游消费者的需求特点和差异性，不能满足消费者需求等服务水平低下的现象。而7Ps理念可以应用于产品策略、价格策略、渠道策略、人员策略、有形展示策略、服务过程策略、有形展示等方面。旅游企业只有不断的创新和与时俱进做好服务营销，才能在竞争中取胜。
여유업작위복무업적일충모식，발전복무영소시현대시장영소적일개신영역，7Ps시복무영소조합체계적핵심。7Ps복무영소이념가이방조여유기업료해유객，류주유객，제공경호적복무。단대부분여유기업잉폭로출불료해7Ps복무영소책략，몰유분석여유소비자적수구특점화차이성，불능만족소비자수구등복무수평저하적현상。이7Ps이념가이응용우산품책략、개격책략、거도책략、인원책략、유형전시책략、복무과정책략、유형전시등방면。여유기업지유불단적창신화여시구진주호복무영소，재능재경쟁중취성。
Tourism service is a form of modern service industry. Service marketing is a new field of modern marketing. 7Ps service mar-keting philosophy is the core of service marketing mix system, which could help tourism enterprises understand and keep customers with better service. Most tourism enterprises now provide poor service to consumers as they do not know the 7Ps service strategy and the char-acteristics and differences of customer demands. 7Ps philosophy could be used in strategies in terms of product, price, place, promotion, people, process and physical evidence. Tourism enterprises could survive the competition by conducting service marketing to advance with the times with constant innovation.