中国流通经济
中國流通經濟
중국류통경제
China Business and Market
2009年
10期
61~64
,共null页
旅游商品 观念创新 手段创新 管理创新
旅遊商品 觀唸創新 手段創新 管理創新
여유상품 관념창신 수단창신 관리창신
tourist commodities, innovation in the way of thinking; innovation in the means; innovation in management
随着我国旅游业的发展，出现旅游商品收入与旅游经济增长不协调的现象，旅游商品营销成为旅游业发展的短板。本文从旅游商品营销创新的必要性入手，提出了以旅游者需求为导向的营销观念创新；以文化营销、网络营销、协同营销、体验营销、媒体营销、多渠道营销为渠道的营销手段创新；以体制、制度、队伍建设创新为途径的营销管理创新。最后结合义乌小商品营销的成功模式分析，引导旅游商品经营者进行旅游商品营销创新。
隨著我國旅遊業的髮展，齣現旅遊商品收入與旅遊經濟增長不協調的現象，旅遊商品營銷成為旅遊業髮展的短闆。本文從旅遊商品營銷創新的必要性入手，提齣瞭以旅遊者需求為導嚮的營銷觀唸創新；以文化營銷、網絡營銷、協同營銷、體驗營銷、媒體營銷、多渠道營銷為渠道的營銷手段創新；以體製、製度、隊伍建設創新為途徑的營銷管理創新。最後結閤義烏小商品營銷的成功模式分析，引導旅遊商品經營者進行旅遊商品營銷創新。
수착아국여유업적발전，출현여유상품수입여여유경제증장불협조적현상，여유상품영소성위여유업발전적단판。본문종여유상품영소창신적필요성입수，제출료이여유자수구위도향적영소관념창신；이문화영소、망락영소、협동영소、체험영소、매체영소、다거도영소위거도적영소수단창신；이체제、제도、대오건설창신위도경적영소관리창신。최후결합의오소상품영소적성공모식분석，인도여유상품경영자진행여유상품영소창신。
With the development of China＇s Tourism Industry, the imbalance between income from tourist commodities and the tourism economic growth exists. And the marketing of the tourist commodities is constraining the development of the tourism industry. Based on the necessity of marketing innovation of the touristy commodities, the author puts forward the demand-oriented innovation in the way of thinking of marketing, the innovation in the means of marketing taking culture marketing, network marketing, coordinate marketing, experience marketing, media marketing and multi-channel marketing as the channel, and innovation in marketing management by institutional and personal innovation. With the help of the example of Yiwu, the author encourages operators to make innovation in marketing of the tourist commodities.
